We’re Not Free Until Everybody’s Free
Concept development, campaign identity, and art direction across social, experiential, and retail partnership activations.
Concept development, campaign identity, and art direction across social, experiential, and retail partnership activations.
Client: Research Foundation to Cure AIDS (RFTCA)
Art Director: Genaldri Tjahjadi
Copywriter: Haley McLaughlin
Account Manager: Owen O’Connor
Creative Director: Allison Ceraso, Rochelle Melton
Freedom means nothing if it excludes health access. Free From AIDS reimagined the Statue of Liberty as a queer health icon (stripped of color but holding a rainbow flame) to reframe the pursuit of a cure as a fight for freedom.
Launched during Pride Month, the campaign combined wild postings, parade floats, and a Paul Smith retail partnership to elevate the message: “We’re Not Free Until Everybody’s Free.” From bold posters to limited-edition merchandise, every touchpoint transformed public art into product storytelling —direct, defiant, and hopeful. By tying HIV awareness to bodily autonomy and systemic injustice, the campaign invited people to see the cure not just as medical progress, but as shared cultural responsibility.
MM&M Awards: Medical, Marketing and Media
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2018
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Shortlisted, Philanthropic Campaign
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MM&M Awards: Medical, Marketing and Media ✱ 2018 ✱ Shortlisted, Philanthropic Campaign ✱
PM360: Pharma Choice Awards
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2019
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Bronze, Philanthropic Campaign
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PM360: Pharma Choice Awards ✱ 2019 ✱ Bronze, Philanthropic Campaign ✱
The Free From AIDS Experience.
RFTCA leveraged that momentum to inaugurate the Free From AIDS fundraising gala, fostering new partnerships with Paul Smith and Lenox Health’s Northwell Health. These endeavors resulted in over $50,000 in donations and garnered over 80,000 social media impressions.
The campaign helped re-center the HIV and AIDS conversation around liberation and justice. RFTCA saw a significant boost in brand awareness during Pride, while proceeds from the Paul Smith collaboration supported ongoing cure research. More than a call for donations, this work became a rallying cry—an unapologetic reminder that freedom includes health care, and that a cure for AIDS is not a privilege, but a right.