CHALLENGE: The State of Delaware approached us because new incidents of HIV in the state were ballooning, and those with HIV often avoided treatment. The public didn’t just need education, they needed “brain worms” — messages they just couldn’t shake until they took action.

SOLUTION: Modus writers, directors and producers laser-focused on creating true connection with key demographics in a series of TV spots — shifting genre, tone and style to speak directly to those most at risk.

RESULT: We spearheaded the media in a public health campaign that helped reduce new incidents of HIV by 50%.

Some highlights from the campaign below...