US President’s Emergency Plan for AIDS Relief (PEPFAR) – DREAMS poster/booklet
DREAMS is an initiative aimed at adolescent girls and young woman, empowering them through mentorship programmes, providing educational support, economic empowerment opportunities, and protective services to allow them to grow in a safe environment. Through the DREAMS network and services reduces the risk for violence, HIV and other health concerns.
PEPFAR initially wanted a booklet, which evolved into a double sided poster. The design had to appeal to the target audience, however I didn’t feel a design that was too feminine or playful was appropriate, given the nature of the initiative. I felt an artistic approach was more appropriate and provided a ‘dreamy’ effect, the image I selected pretty much summed up what DREAMS is about.