The #BeforeSex campaign character surrounded by social media selfies

#BeforeSex

GIV (NGO) · SOCIAL ACTIVATION · BETC

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From #AfterSex to #BeforeSex. We turned a trend into a safer conversation.
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HERO FILM • Released ON World AIDS Day

CREATORS JOINED IN

Influencers sharing their own selfies with #BeforeSex
Influencers sharing their posts

BEYOND THE FEED

#BeforeSex posters showed up in universities, clubs and even public bathhouses.

#BeforeSex campaign poster 1
#BeforeSex campaign poster 2
#BeforeSex campaign poster 3
#BeforeSex campaign poster 4

A SEXY ALPHABET FOR SAFER SEX

We designed a custom typeface, with each letter revealing a different way to prevent HIV.

#BeforeSex animated typography — Hashtag
#BeforeSex animated typography — B
#BeforeSex animated typography — E
#BeforeSex animated typography — F
#BeforeSex animated typography — O
#BeforeSex animated typography — R
#BeforeSex animated typography — E
#BeforeSex animated typography — S
#BeforeSex animated typography — E
#BeforeSex animated typography — X
🔥 CREDITS

AGENCY: BETC • CLIENT: GIV • CO-CHAIR: GAL BARRADAS AND ERH RAY • CCO: ERH RAY • CREATIVE DIRECTORS: RODOLFO BARRETO AND DANIEL SCHIAVON • ART DIRECTORS: GUTO CHICANELLI AND LOO MASSSAMI • ART DIRECTOR ASSISTANT: SAMBI • COPYWRITER: GUSTAVO LACERDA.
CLIENT APPROVAL: TERÊ.

FILM ANIMATION

PRODUCTION COMPANY: DIRTY WORK • DIRECTION: GUSTAVO LEAL AND FAGA MELO • EXECUTIVE PRODUCTION: ITO ANDERY