HHS HIV PrEP “I’m Ready” Campaign
Over 700,000 lives have been lost to HIV since 1981. Despite the availability of PrEP, a daily pill that prevents new HIV infections, only one in four people currently at risk for HIV use it. Brunet-García created the I’m Ready campaign to encourage the younger generation, particularly those in underserved communities, to take control of their personal health by participating in Ready, Set, PrEP, a program that provides free PrEP to people without prescription drug insurance who test negative for HIV.
The I’m Ready campaign captured real stories from real PrEP users, capitalizing on their own words to educate communities in need. The factual storytelling approach led with genuine, authentic messaging and honest, engaging portraits that resonated with the traditionally underrepresented demographics.