Anal cancer rates are rising among people living with HIV. The goal of the ANCHOR study is to find the best way to prevent anal cancer among HIV positive men and women and launched a campaign to providing everyone HIV positive get tested.

 

The Anchor Study contacted Free Range wanting to avoid the tired approach of creating a health campaign that shows a typical stock photo of someone smiling and saying “i got tested today so can you” I wanted to take this very sensitive subject and a very vulnerable procedure and make it feel like approachable. To have any medical exam can feel scary but ignoring our health can be even more frightening. I strategized and designed a new brand identity for The Anchor Study that was playful and heartfelt removing the stigma around our bums and getting them looked at by doctors. Using cheeky humor like the old saying “a spoonful of sugar helps the medicine go down”