Empowerment Resource Center
Cum In Campaign
The Empowerment Resource Center (ERC), a nonprofit in Downtown Atlanta, provides essential health services to underserved communities. This campaign targeted sexually active college students and young adults—particularly across diverse sexual identities, with a focus on reaching gay men—to help address the rise in new HIV cases.
Taking a fresh, unconventional approach, I leaned into humor and out-of-the-box thinking to cut through stigma and capture attention. While risky, I believe bold ideas drive the most impactful campaigns—encouraging condom use, sparking conversation, and creating real behavioral change. The result was an award-winning design that reflects my commitment to using creativity as a force for meaningful social impact.
Empowerment Resource Center (ERC)
Services
Creative Direction | Website Design
WINNER: Designing For Good + Public Service
Turning Risky Ideas Into Real-World Impact
Through bold, accessible design, this project aimed to break stigma, encourage condom use, and promote open conversations around safe sex. To connect with the target audience, I took a fresh, unconventional approach—using humor and out-of-the-box thinking to challenge traditional health messaging and cut through stigma, rather than relying on fear-based tactics. Taking creative risks was central to the process, allowing the campaign to stand out through bold, attention-grabbing visuals and messaging.
Disrupting Stigma with Humor, Honesty, and Bold Design
I believe the most impactful campaigns come from ideas willing to stand out, disrupt expectations, and engage audiences in a more human, relatable way.
Social presence
The campaign aimed to raise awareness, encourage condom use, and promote safer sex practices in a way that felt relevant, inclusive, and impossible to ignore.
Taking a fresh, unconventional approach, I leaned into humor and out-of-the-box thinking to cut through stigma and capture attention. While risky, I believe bold ideas drive the most impactful campaigns—encouraging condom use, sparking conversation, and creating real behavioral change.
Facebook Banner Ads
To effectively reach the target audience, the campaign leveraged social platforms like Facebook and Instagram, using visually engaging, scroll-stopping content tailored to the behaviors of college-aged users and young adults. Messaging was designed to feel native to each platform—direct, relatable, and shareable—helping increase engagement and extend reach organically. This targeted digital approach contributed to the campaign’s success, driving awareness, sparking conversation, and reinforcing safer sex practices among the intended audience.
Designing for the Scroll: Capturing Attention and Driving Meaningful Change
"We started with nothing and now our brand resonates deeply with the core of our company and the inspirational message we aim to impart to our clients. We absolutely LOVE our website! Our site speaks about who we are as a practice."
Karen & Deliah
Website Performance