12 GAYS OF XMAS

A peepshow advent calendar to remind the LGBT community to test for HIV.

Traditionally, the communication around HIV tackles the topic with a serious, medical tone—often scaring people off, rather than encouraging them to take the test. OraQuick, the first in-home HIV test, is a game-changer in its category; to promote this innovation, we decided to disrupt the traditional approach and engage our audience with something they would truly enjoy. We released 12 Gays of Xmas - a peepshow advent calendar designed to invite the LGTB community to check their HIV status in exchange of outrageously fun video content.