HIV: We're Not Taking it Lying Down
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here for a print ready version of the campaign.
The "HIV: We're Not Taking it Lying Down" campaign has a multi-layered message which speaks to the strength and empowerment of women, while recognizing the realities of women's lives including trauma, stigma and injustice. It gives voice to women's impatience with public complacency regarding the impact of HIV on women of color.
The campaign consists of 33 urban panels at the entrances and exits of subway stations located in Central Harlem and Brooklyn. There are also postcards in English and Spanish for distribution. The campaign was designed by Better World Advertising and funded by the New York City Department of Health and Mental Hygiene. Please see attached copy of the urban panel's design.
The campaign also incorporates a new look for the Women's Institute, as featured in a designed pro bono by The Cement Works. The brochure details the work of the Institute, punctuated with a new tagline: Support. Honor. Empowerment. — S.H.E. This description speaks to the service, support, prevention and policy role the Women's Institute has taken up within, and outside of, GMHC.
The Women's Institute's new logo puts the image of a woman front and center. By nature of her gender she encompasses many roles. The Institute maintains that women are more than the roles and identities they assume. The simplicity of the shapes that make up the figure is rooted in African tribal art, where women are commonly depicted with their arms outstretched, often in a circle, to convey a sense of movement, motherhood, and community. Adding details to the face and legs make those traditional shapes more modern and unique to the brand. Interlocking the imagery with the Institute name allows the meaning behind the woman icon to always be synonymous with the Women's Institute.
© 2007 Gay Men's Health Crisis |
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