CHAPS Community and HIV and AIDS Prevention Strategy

Authoritative, independent, male and slightly provocative was the image AIDS prevention body CHAPS was after. The identity, designed for free by Landor Associates, also had to avoid being aggressive, or having a link with the AIDS red ribbon. CHAPS, which stands for Community HIV and Aids Prevention Strategy, is a partnership between the Terrence Higgins Trust and eight community-based HIV and AIDS organisations. The body plans to target the general public across England using billboards, press campaigns and newsletters.