How does a Foundation help reduce the disproportionately rising rates of HIV/AIDS and STIs amongst Black women?
Design and Branding
In partnership with the California Wellness Foundation, RALLY created Upspoken, a communications platform to raise awareness about the importance of preventing HIV/AIDS and STIs amongst Black women in California. This campaign reframes the way foundations approach public health issues by leveraging culture and tapping into the energy of the current social and political moment to empower Black women to speak up and put their health first.
Upspoken creates spaces by and for Black women to share their varied experiences in relationships, love and sex. The campaign challenges the taboos and stigmas of shame-based community narratives around sex, redefines the relationships women have with themselves, and leverages the power of sisterhood. Black women are encouraged to own their sexual health through the execution of: thought-provoking, rich visuals and compelling written content online; relatable, moving, entertaining live events; engaging content that provokes conversation on social media; and culturally relevant imagery and messaging disseminated through digital advertising.
RALLY created a new brand identity designed to meet the target audience where they live. A dynamic website houses original creative content to draw women into a broad conversation about relationships, love and sex, and push them toward a place where they are primed to receive and act on sexual health and HIV/AIDS and STI prevention information. This past spring, RALLY executed two live events in the Bay Area and Los Angeles, in which more than 300 women came together to share stories and embrace each other’s experiences. The events used cultural elements such as spoken word and structured improvisation as a way to explore complex questions around Black women’s relationships and the way they see themselves.