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Special Project

Special Project
From the 8th Annual Shorty Impact Awards

Owning My Crown

Finalist in LGBTQ+

Entered in Healthcare & Pharma


Raising awareness about PrEP in Toronto's diverse queer community is crucial for reducing HIV transmission, improving healthcare access, combating stigma, and positively impacting public health. By educating individuals about the benefits of PrEP, we empower them to protect themselves and their partners, leading to a significant reduction in new HIV infections. Improving healthcare access involves informing the community about PrEP availability, encouraging discussions with healthcare providers, and ensuring equitable access to medications and services. Addressing stigma is essential to create a supportive environment where individuals feel comfortable seeking PrEP and disclosing their HIV status without fear of judgment. By promoting PrEP as an effective prevention tool, we enable informed decision-making, safer sexual practices, and better overall well-being within the community. Through education, advocacy, and destigmatization efforts, we can work towards minimizing HIV transmission and building a thriving, inclusive community.

Strategy and Execution

Our strategy involved implementing a multi-faceted plan to generate awareness and understanding of PrEP within Toronto's diverse queer community. Recognizing the significance of visual representation and personal narratives, we embarked on a project that encompassed creating compelling visuals and hosting a round table discussion featuring local queer individuals from various ethnic backgrounds. The primary objective was to inspire pride and confidence in embracing one's true self while addressing the challenges faced within families and the broader LGBTQ+ community.

To kick-start the campaign, we organized a photoshoot that showcased a diverse range of queer individuals proudly expressing their identities. The visuals captured the essence of their journey, resilience, and authenticity. By displaying these powerful images across various platforms and locations within Toronto, we aimed to spark curiosity and initiate conversations within the community.

Complementing the visual aspect, we recognized the importance of personal narratives in breaking down barriers and reducing stigma. To achieve this, we arranged a round table discussion where participants openly shared their experiences of growing up as queer individuals. This platform allowed for an intimate and candid dialogue, addressing the struggles faced within families and the broader LGBTQ+ community. The recorded round table served as a valuable resource for the campaign, capturing the diverse voices and stories that resonated with individuals from different backgrounds.

Executing such a comprehensive campaign with limited resources and a small team presented its fair share of challenges. However, our team of dedicated individuals remained committed to the cause, leveraging their collective expertise to ensure its success. Despite the time constraint of just three months, we meticulously planned and executed each aspect of the campaign, maximizing efficiency and optimizing available resources.

The photoshoot required careful coordination with participants and photographer, ensuring that each person's unique narrative and ethnic background were adequately represented. By selecting a diverse group of individuals, we aimed to reflect the multicultural fabric of Toronto's queer community and foster a sense of belonging for everyone involved.

Similarly, organizing the round table discussion demanded meticulous planning and logistics. We identified participants who were willing to share their personal stories and facilitated an inclusive and supportive environment for open conversation. The recorded discussions were edited to capture the essence of each narrative and presented in a manner that would resonate with viewers.

In conclusion, our awareness campaign for PrEP within Toronto's diverse queer community was a testament to the power of visuals and personal narratives. Despite the challenges posed by limited resources and a short turnaround time, our team successfully executed a thought-provoking campaign that celebrated individual identities, tackled stigma, and fostered a sense of community. By sharing stories and experiences, we aspired to promote acceptance, encourage healthcare accessibility, and contribute to the overall well-being of the queer community in Toronto.


Our campaign not only met but exceeded our objectives. Our series of six videos garnered 208,393 views on YouTube, amplifying our message to a wide audience. This included a reach of 273,556 with 840,834 impressions on our online campaign content. The demand for our in-person services reached maximum capacity with a 35% increase in patient bookings choosing The PrEP Clinic for their care for the month of June. The increased traffic to our landing pages and website demonstrated the effectiveness of our awareness efforts.

Most importantly, this campaign provided a platform for marginalized communities to have their voices heard, and the response was overwhelmingly positive and emotionally impactful. The outpouring of support and engagement has fueled our motivation to continue conducting campaigns of this nature.

In summary, our campaign achieved outstanding results by reaching a substantial online viewership, maximizing in-person services, and generating heightened interest in our website. Moreover, it empowered marginalized voices and evoked a powerful and positive response, inspiring us to pursue similar impactful campaigns in the future.


Video for Owning My Crown

Entrant Company / Organization Name

The PrEP Clinic


Entry Credits