In 2015, PSI (Population Services International - KENYA) embarked on a campaign dubbed "Kuwa True," which translates to "be true to yourself" in Swahili. This campaign was specifically aimed at the youth, aged 21 to 35 years, with the objective of encouraging them to embrace their authentic selves. The central message of the campaign revolved around the idea that, regardless of one's background or social status, being true to oneself in matters related to sexuality is of utmost importance for self-protection.
The essence of "Kuwa True" is intricately connected to a profound insight, one that allows Trust to champion the uniqueness and individuality of its clients. As part of the creative team, I played a pivotal role in this campaign by crafting a campaign identity (KUWA TRUE) and print concepts that seamlessly enhanced the core idea.
The creative work we produced vividly underscores the concept of embracing one's true self. Through TV commercials and print materials, the campaign showcases individuals fearlessly expressing themselves, undeterred by external limitations or societal judgments imposed upon them.
"Kuwa True" serves as a powerful reminder that authenticity and self-acceptance are crucial components of personal empowerment, particularly in the context of sexual health. It encourages the youth to embrace their true selves, promoting a sense of self-worth and enabling them to make informed decisions about their sexual health.
This campaign effectively aligns Trust's mission with the aspirations of the youth, delivering a message that transcends societal norms and empowers individuals to take control of their sexual well-being. Through "Kuwa True," PSI has not only communicated the importance of authenticity but has also provided a platform for self-expression and self-acceptance, ultimately contributing to healthier and more informed choices among the target demographic.
TVC Ad
CAMPAIGN IDENTITY
KUWA TRUE PRINT ADS
