![dr-peter-feature-3000-1](https://raredesign.ca/wp-content/uploads/2020/05/dr-peter-feature-3000-1-scaled.jpg)
Dr. Peter AIDS Foundation
Disruptive Thinking
A campaign to turn hate language on its head
Messaging, digital & print promotional campaign
The Dr. Peter AIDS Foundation was established by Dr. Peter Jepson-Young just prior to his death in 1992. As his condition deteriorated, he resolved to inform and educate the public and
others living with HIV/AIDS in part through a groundbreaking 111-episode docuseries televised on the CBC Evening News, The Dr. Peter Diaries.
In 2003, the Foundation fulfilled Dr. Peter’s vision of establishing a HIV Day Health Program in Vancouver, providing care and services to over 350 Day Health Program participants and 50
residents annually.
![dr-peter-woman-1500x990](https://raredesign.ca/wp-content/uploads/2020/05/dr-peter-woman-1500x990-1.jpg)
![dr-peter-disgrace-1500x990](https://raredesign.ca/wp-content/uploads/2020/05/dr-peter-disgrace-1500x990-1.jpg)
CAMPAIGN
The World AIDS Day promotional campaign combats the dehumanizing stigma of HIV/AIDS still prevalent in our society.
Augmented by stunning portraiture by Jamie-Lee Fuoco, Rare created a print and digital campaign depicting positive, edifying statements visually extracted from commonplace hate language, creating a jarring shift in messaging from negative to positive.
![dr-peter-hug-1500-1](https://raredesign.ca/wp-content/uploads/2020/05/dr-peter-hug-1500-1.jpg)
![dr-peter-i-dont-want-1500-1](https://raredesign.ca/wp-content/uploads/2020/05/dr-peter-i-dont-want-1500-1.png)
![dr-peter-i-dont-see-1500-1](https://raredesign.ca/wp-content/uploads/2020/05/dr-peter-i-dont-see-1500-1.png)
![dr-peter-world-aids-1500-1](https://raredesign.ca/wp-content/uploads/2020/05/dr-peter-world-aids-1500-1.png)