Advertising Campaign “Vertical Transmission Prevention”

Client: DIGECITSS / USAID
Year: 2012
After winning a contest organized by USAID / DIGECITSS, we developed an entire advertising strategy with the objective of reducing the “vertical transmission” (from mother to child during pregnancy and subsequent delivery) of HIV. This strategy featured television and radio commercials, posters, billboards, brochures, and other additional materials.
All the messages revolved around the idea that "it is no longer just about you" appealing to the moment when the couple knows that they are expecting a new member and it is time to make the right decisions so that the baby is born strong and healthy.