HIV Screening Campaign

The CDC had an urgent need to get a

compelling message out due to new data in

the public health sector. It was critical

that health care professionals now evaluate
their patient populations differently for HIV.

OBJECTIVE:
Key to this successful campaign’s brand

identity was building in stopping power,

while meeting the CDC’s need to not

single out any one ethnic group, lifestyle,

sex or sexual orientation.

Cross River Communications developed all
of the following tactics, branding and final
imagery from the market research testing
phase through final print production.

(Journal ad shown)