San Francisco AIDS Foundation
CAPITAL CAMPAIGN
Role // Brand Strategist, Writer, Project Manager
Agency // Mission Minded
As the AIDS epidemic felt less dire and other causes closely connected to the LGBTQ+ community—like marriage equality—gained momentum, many of San Francisco AIDS Foundation's major donors had left the fight against HIV/AIDS to rally behind other organizations. After a victory for marriage equality and breakthroughs in treating and preventing HIV became available, SF AIDS Foundation needed to bring donors back to their cause as they raised $24M to open the new Strut clinic. "We're Here" is a modern play on a rallying cry from the past that also reminds the community that this issue still very much needs their support. The center spread headline from the brochure inspired a viral campaign that created consumer buzz ahead of the opening (#seeyourselfhere). Read the entire brochure here.
