Get Protected LA – DoxyPEP Campaign
Los Angeles County Department of Public Health
THE CHALLENGE
Sexually transmitted infections—including chlamydia, gonorrhea, and syphilis—have been rising across Los Angeles County, creating an urgent public health priority. The Department of Public Health needed a bold, culturally resonant campaign to educate high-risk communities, increase awareness of DoxyPEP, and drive behavior change without relying on fear-based messaging.
OVERARCHING BRAND CONCEPT
We developed a provocative, socially native concept centered around the line: “My Safe Word is DOXY.”
By leaning into ASMR aesthetics and casting queer and trans talent, the campaign delivered pleasure-positive, stigma-free education that spoke directly to the lived experiences of our audience. The tone was intentionally playful but deeply informative—turning a biomedical intervention into something relatable, sexy, and memorable.
DISPLAY & STATIC CREATIVE
To broaden reach, we translated the campaign into a set of static display ads that maintained the same bold tone and visual identity. These assets were deployed across paid media channels to reinforce the core message and drive audiences toward the landing page.
THE RESULTS
The Get Protected LA DoxyPEP campaign reframed STI prevention using a joy-forward, culturally resonant creative approach. By pairing ASMR intimacy with queer-centered representation, we created a message that stood out across social media—elevating public understanding of DoxyPEP and supporting Los Angeles County Public Health in their mission to curb rising STI rates.
MY ROLE
As the creative lead on the project, I oversaw the full creative development and execution, including:
Social-first video concepts and production
Landing page UX and visual design
Art direction and copywriting
Campaign asset development across video, display, and web
I partnered closely with strategy, production, and public health stakeholders to ensure the campaign was both culturally aligned and medically accurate.