Revealing the Truth About Syphilis

The problem: In Los Angeles, syphilis cases have been steadily rising over the past three years. What was once considered a disease of the past has re-emerged with urgency, yet public awareness hasn’t kept pace with its resurgence.

The insight: Syphilis is often difficult to detect in its early stages. By the time symptoms become visible, the damage can already be severe.

The 1dea: We developed a stigma-free messaging campaign to educate without judgment, encouraging people to stay informed and proactive, rather than resorting to fear-based messaging. The work reframed responsibility as part of a healthy, nowadays diverse, sexual lifestyle. The goal was to empower people to continue enjoying their sexual lives while making regular testing a normalized and essential habit.