Do It… New York

The Situation

Mpox (formerly known as monkeypox) is a painful and contagious disease that disproportionately affects members of the LGBTQ+ community—especially trans, non-binary, and men who have sex with men (MSM). After an outbreak in New York in 2022, it was time to learn more about the disease and how to help prevent it from spreading.

The Challenge 

How do we encourage members of the LGBTQ+ community to participate in an ICAP study to better understand the disease? 

The Strategy 

Create an engaging campaign that drives people to participate in an mpox public health study and help keep the disease from coming back.

The Execution 

The “Do it” campaign uses suggestion and innuendo to create cheeky posters, videos, bar coasters, and even condom wrappers encouraging at-risk New Yorkers to “do it” with strangers, in groups, across the city, and so on. And when we say, “do it” we mean “join the mpox study,” of course.