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DON'T
FLAKE, LA
AIDS WALK LOS ANGELES 2024
DIRECTION & STRATEGY
WEB DESIGN
GRAPHIC DESIGN
VIDEO/MOTION DESIGN
THE ASK
Aids Walk LA is the world's first walk to fight HIV and AIDS. In 1987, a group of fed-up activists, patients, advocates, and friends put their soles on the line to shake the government into action during the AIDS crisis. Today, AIDS Walk still hosts an annual walk to celebrate and spread awareness.
APPROACH
How do you market an event in a city where people pride themselves of their lack of showing up? You make a declaration, a bold call-out to those hiding behind others. Turn the "allies" into real numbers who show up and make a difference. The 2024 campaign, "Don't Flake, LA", was branded to strike the greater Los Angeles area through a variety of collateral resulting in the most successful AIDS Walk since 2019.
ZODIAC FLAKER SIGNS
Set of 12 zodiac signs, curated to call out common types of flakers. Targeted towards social engagement to raise awareness of AIDS Walk LA.
FLAKERS IN THE WILD
Reveal flake archetypes and blast them in hundreds of locations throughout LA County.
LET'S CONNECT ➤
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