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San Francisco AIDS Foundation

For ATTIK's pro bono work for the San Francisco AIDS Foundation, it was important to deliver exactly what the client wanted: behavior change in the gay community. We needed to convince gay and bisexual men in the Bay Area to get tested for AIDS every six months. We also wanted to avoid the preachy, heavy-handed campaign messaging the community had come to expect.

Many Shades of Gay was our solution. The website celebrated the diversity and personalities in the gay community through the use of a highly customizable avatar generator. We set out to build the most robust avatar generator ever and we succeeded with a site that promised over 6,000,000,000,000,000,000,000,000,000,000 different combinations (that¹s six nonillion).

The campaign was picked up nationwide by bloggers and news sites and even championed on the government¹s AIDS blog. While the campaign has been a PR blockbuster, the true measure of success comes with the number of requests for AIDS testing locations at the site.

Launch the site














Ron Lim, art director, creative director, one show, portfolio, attik