Free From AIDS reframes freedom as a collective experience where no one is free until everybody is free.

We’re Not Free Until Everybody’s Free

Free From AIDS reframes freedom as a collective experience where no one is free until everybody is free. The campaign turned the Statue of Liberty’s torch into a reclamation symbol and invited people to carry the torch for one another across portraits, out of home, and parade activations. Social stories extended the moment in real time, and a Paul Smith partnership culminated in a storefront experience and a fundraising gala that benefited the Research Foundation to Cure AIDS.

Selected press: WestView News — A Celebration of Pride; A Race for the Cure.

A man wearing a Statue of Liberty crown holding a rainbow-colored ice cream cone, with a predominantly black-and-white background and outfit, and the ice cream scoop in color.

A man wearing a Statue of Liberty crown holding a rainbow-colored ice cream cone, with a predominantly black-and-white background and outfit, and the ice cream scoop in color.

A young girl looking at a display of books or pamphlets on a wall next to a large banner with an image of a person wearing a crown and a beard, promoting the fight to cure AIDS.

A young girl looking at a display of books or pamphlets on a wall next to a large banner with an image of a person wearing a crown and a beard, promoting the fight to cure AIDS.

Group of five people dressed in colorful, playful costumes at an AIDS awareness event. They are standing in front of a banner promoting AIDS awareness and cure. They are smiling, some holding props and wearing rainbow accessories.

Group of five people dressed in colorful, playful costumes at an AIDS awareness event. They are standing in front of a banner promoting AIDS awareness and cure. They are smiling, some holding props and wearing rainbow accessories.

Crowd of diverse people at a pride parade, some holding rainbow flags, behind a banner with a drawing of the Statue of Liberty wearing a crown that resembles a flame, advocating for AIDS awareness.
People gathered outside a healthcare facility holding rainbow flags and balloons with a pink balloon promoting research to cure AIDS, during a Pride event with police officers present.
RFTCA pink balloon at Pride event.
A person holds a pink balloon with #CURE AIDS written on it, while standing on a city street during a Pride parade, with a hashtag #gaypride2019 displayed at the bottom of the image.

A person holds a pink balloon with #CURE AIDS written on it, while standing on a city street during a Pride parade, with a hashtag #gaypride2019 displayed at the bottom of the image.

A group of diverse people gathered at an outdoor event, holding a banner with a black-and-white image of a woman wearing the Statue of Liberty crown, and text promoting HIV/AIDS awareness and free treatment.

A group of diverse people gathered at an outdoor event, holding a banner with a black-and-white image of a woman wearing the Statue of Liberty crown, and text promoting HIV/AIDS awareness and free treatment.

A smartphone screen showing a pink weather balloon floating in a blue sky with clouds above urban buildings.

A smartphone screen showing a pink weather balloon floating in a blue sky with clouds above urban buildings.

Two women smiling and holding ice cream cone-shaped props at an event supporting AIDS awareness, with a poster in the background displaying the AIDS ribbon and a similar ice cream cone design.
Three black-and-white advertisements on a tiled wall, each featuring a person holding a rainbow-colored torch and a phrase about AIDS awareness.
A woman with long braided hair wearing a multicolored rainbow dress holding an artistic candle in a decorative holder. She is smiling and standing in front of a backdrop with logos of various health organizations, with tropical leaf-patterned walls on either side.

Art Director & Graphic Designer: Genaldri Tjahjadi

Copywriter: Haley McLaughlin

Creative Director: Allison Ceraso, Rochelle Melton

Client: RFTCA

Agency: Havas Health Plus