Black and Latinx men are at a high risk of contracting HIV.
Role
UX Designer
Industry
Healthcare, Government
Duration
2 weeks
Deliverables
High fidelity wireframes, prototype, usability testing, handoff
Tools
Figma
Target Device
Responsive web
What is Chill Pill?
Chill Pill is a print and digital HIV prevention campaign targeted towards Black and Latinx Men who have sex with men (MSM) in Washington State. We use the term BMSM (Black men who have sex with men) and LMSM (Latinx men who have sex with men) because some men don’t label themselves as part of the LGBTQIA+ umbrella.
Socioeconomic factors:
Poverty
Unemployment
Discrimination
Internalized oppression
HIV stigma
Lack of health insurance
Challenge
Establish PrEP (Pre-Exposure Prophylaxis) as a trusted prevention method against HIV for vulnerable groups in Washington State.
Process
Ideation and Design
Evolution of concept to ad and web design
How Feedback Shaped Chill Pill's Iterations
Focus Group Testing
Unveiling Messaging and Concept Insights
I Take PrEP
Three-part testimonial approach resonated with most participants.
Messaging perceived as “clear and direct.”
Representation of single men, couples, diverse ethnic backgrounds, and sexual orientations seen as promising for community connection.
Game Changer
Concept likened to a movie poster, described as cool and intriguing but somewhat vague.
Messaging was clear to most: PrEP is a game changer for HIV-negative people, including LGBTQ+.
Strong support for the phrase “A pill a day keeps HIV away.”
Chill Pill
Strong reaction: “It’s invigorating — I see life!” contrasted with typical sad HIV narratives.
Positive response to the happy, relaxed expression of the model.
Overall, participants felt it would appeal to a wide audience, envisioning it in mainstream media across Washington State.
Focus Group Concept Ratings
A total of five message testing sessions were conducted in three cities across Washington State:
Three triads in Seattle
One in Yakima
One in Spokane
An advisory group meeting was held in Seattle. Gathering feedback from both urban and rural audiences was integral to the process, given existing disparities around knowledge and attitudes towards HIV-prevention methods like PrEP.
I Take PrEP received the highest Focus Group concept rating, with an average of 7.2.
Chill Pill out-ranked the others, with a weighted score of 410.
Game Changer concept emerged as the winner in the category, with an average rating of 8.5.
Game Changer also earned the highest ranking, with a weighted score of 210.
I Take PrEP earned the highest concept rating, with an average rating of 7.1.
Chill Pill ranked highest with a weighted score of 600.
Solution
Responsive mobile splash screen displaying three of six rotating spokes models from the Chill Pill website, cycling every 30 seconds.
Responsive mobile screen displaying FAQ, Resources, and Share page.
FAQ: I chose an accordion-style dropdown to show and hide answers, as it minimizes the amount of scrolling needed for users to quickly find specific questions and answers.
Resources: A directory of locations and websites where users can find information or connect with doctors to begin PrEP treatment.
Share: Users can download and share campaign-related posters, social media posts, and YouTube videos.
Awards & Recognition
Chill Pill received a Silver Davey Award* for Websites dedicated to Health and Health Services
*Davey Awards honors the achievements of the "Creative Davids" who derive from big ideas, rather than stratospheric budgets. Sanctioned and judged by the international Academy of the Visual Arts.
An animated splash screen appears when the site loads on desktop, designed to grab attention and set the tone with smooth transitions.
Outcome
104,432 Users
129,390 Sessions
102,421 Page Views
Reflections
Future Campaigns
Younger Target Audience in Efforts to Prevent HIV Transmission
The current Chill Pill ads resonated well with the target population. However, HIV prevention efforts should ideally begin before sexual activity starts. Future campaigns could focus on younger audiences (ages 14–18) and feature spokespeople who better represent this demographic.
