Moderna Herpes Vaccine Clinical Trial Recruitment Concepts

Project Background:
After a Herpes diagnosis patients turn inward spiraling in shame and isolation. A diagnosis leaves a large mental and emotional impact on a person’s social life, love life, and sex life. In order to recruit patients tactics were built to keep identities private. The tone of the campaign was designed to hit our target demographic ages 18-30.  

My Role:
Concept direction, creative direction, and development of campaign materials and tactics.

Concept 1 — Burning Desire

A burning desire to help progress the Herpes culture—That’s hot! Using humor paired with clever writing and imagery we begin to establish our brand with the audience and destigmatize Herpes. It’s a call to action to join a clinical trial to help not only yourself, but to help all others also suffering, feeling ashamed, and humiliated. To change the way we hide from Herpes, the way we (don’t) speak about Herpes, and to change the future of Herpes forever.

Chatbot Signup and Progress Tracker App

Keeps patient involvement easy and anonymous.

Out of Home Placements

Posters and stickers are placed around bathrooms where Herpes is top of mind.

Concept 2 — Come Join Us

When living with Herpes it is easy to give up. To live in isolation. To stop all life as you know it—your social life and sex life. We can use this as motivation to flip the script. Sex positive images and headlines nature draw the user in with stopping power and immediately get us into category. Upon closer examination the viewer realizes there is a double meaning to what is being displayed. Supporting copy is tongue and cheek in tone and written in an aspirational style to encourage those living with Herpes to not give up and help build a better future for themselves and their culture.

Out of Home Placements

Attention grabbing headlines and visuals to help the campaign gain traction across college campuses.