While at Bandujo Advertising + Design, I helped lead one of the NYC Department of Health’s most impactful behavior-change initiatives—Be Sure. Play Sure. Stay Sure. This was more than a public awareness campaign. It was a cultural shift: away from fear and stigma, toward dignity, truth, and self-empowerment.
The goal? Meet people where they are—and speak with clarity, not judgment.
As Managing Director and Creative Strategy Lead, I oversaw the development of the creative and strategic vision for the campaign. From messaging to product design and rollout, I collaborated with community partners, public health teams, and internal creatives to ensure every touchpoint was both effective and affirming.
The tone had to balance authority with humanity—and I helped guide that voice across every execution.
Historically, HIV and STI messaging leaned on fear. We flipped that script.
Our approach centered on inclusion, empathy, and visibility. We designed a bold, sex-positive identity that reflected the real lives and relationships of New Yorkers. Messaging emphasized safety, choice, and self-respect—not shame.
The campaign extended into educational materials, neighborhood activations, citywide outdoor media, and branded kits distributed across the five boroughs.
The name—Be Sure. Play Sure. Stay Sure.—offered both structure and affirmation, anchoring the work in confidence and care.
This campaign didn’t just educate—it connected. It changed the tone of a citywide conversation and helped thousands of New Yorkers feel seen, informed, and supported. That’s what strategy rooted in empathy can do—and it’s the kind of impact I’m committed to creating.
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