You’re Too Beautiful For Monkeypox
Amid a growing Monkeypox outbreak, North Carolina needed to swiftly bring awareness to vaccinations and encourage safe behaviors. Our campaign paired visually striking art that highlighted the impact of Monkeypox on the body with messaging that appealed to beauty and self-worth.
Client: North Carolina Department of Health and Human Services
Role: Copywriter
The Campaign
The campaign aimed to reach those primarily affected by Monkeypox cases — the Black gay community in North Carolina. Rather than fear and doom, we uplifted by emphasizing self-worth, encouraging them to vaccinate now to preserve what deserves to be preserved: health and beauty.
Partnering with local artists from within the community, we created eye-catching imagery, artistically rendering the visible effects of monkeypox in a way that motivated vaccination while promoting health equity.
My Contribution
Copywriting and Concept Ideation.
The creative and copy emphasizes self-worth, identity, and beauty with the powerful message, "You're too beautiful for monkeypox.”
Campaign Execution
From large-scale out-of-home placements to postage stamp-sized banner ads, the Too Beautiful campaign brought attention to monkeypox, no matter the ad format.
The image to the right represents a full screen interstitial ad on Grindr. When the user is scrolling through potential men to be intimate with, the message “You’re too beautiful for monkeypox” would affirm while also giving them pause and encourage vaccination before high-risk behavior.
Agency: True North Inc.
Concept: Dan Brown, Vicky Wetterer, Alexander Filice, Raella Rayside, Naushika Perera
Executive Creative Director: Dan Brown
Copywriter: Alexander Filice, Raella Rayside
Art Director: Naushika Perera