Campaign Overview: #CAVAYOURSTATUS
Commissioned by The Global Fund through its South African implementation arm, NACOSA, and executed via Fixer Solutions—with whom I was on contract during this period—#CAVAYOURSTATUS was an innovative HIV awareness and testing campaign targeted specifically at urban South African youth.
The core objective was to intentionally break away from the fatigued, conventional public health, donor, and NGO aesthetic. Instead, the initiative hijacked global youth culture pop phenomena—most notably mimicking the Supreme box logo and turning the traditional red HIV ribbon icon on its head—to create an authentic, locally resonant brand. It successfully served as a brand, a direct call to action, and a campaign messaging apparatus all in one, driving audience ownership, participation, and stakeholder collaboration across youth festivals, community activations, and digital spaces.
My Roles and Responsibilities
During my contract with Fixer Solutions for the #CAVAYOURSTATUS campaign, my responsibilities spanned multidisciplinary creative execution, digital management, and hands-on environmental production.
My scope of work included, but was not limited to, the following key areas:
My scope of work included, but was not limited to, the following key areas:
Brand Identity & Print Collateral Design: Designed a wide array of campaign collateral, including information pamphlets, print materials, and custom vector illustrations for icons and visual
assets required across various touchpoints.
assets required across various touchpoints.
Merchandise & Promotional Branding: Conceptualized, designed, and branded comprehensive promotional items and apparel lines, including beanies, t-shirts, hoodies, sunglasses, as well as large-scale event hardware like gazebos and feather banners.
Social Media Management & Analytics: Managed regular social media uploads and channel engagement, while tracking, analyzing, and compiling performance reports detailing online traction, reach,
and audience growth metrics.
and audience growth metrics.
Community Murals: Designed and physically painted large-scale community murals in relevant public spaces to anchor the campaign presence directly within target neighborhoods.
Experiential Tech & Digital Distribution: Coded and developed a custom, localized web site deployed via Raspberry Pi hardware to facilitate offline and interactive digital distribution of exclusive campaign gqom mixtapes created in collaboration with local DJs.
