It All Starts Here...the Script

After we received a creative brief from the non-profit, Whittier Rio Hondo AIDS Project (WRHAP) in October of last year, we sat down with them to learn more about the organization and what they were hoping to achieve. They also allowed us to conduct informal focus groups with some of their clients to learn more about our target audience: latina women of child bearing age.

Their personal stories were incredible and we were honored to have them share with us. We collected all the information we could about their backgrounds, their interests, their fears, and their hopes and did our best to create a message that would resonate.

One piece of information that we learned from WRHAP that really floored us was the following statistic: 80% of women diagnosed with HIV are in a relationship

No one in that meeting had heard that number before and we were sure not many other women had either. We decided to make that the focus of the PSA. Our goal was to create a visual metaphor to represent multiple sexual encounters and the risk of not knowing your status. The PSA is intended to encourage women to be aware of their HIV status, especially when entering a new relationship.

Here's the script we wrote:

 

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