Created by the South Side HIV Program at the University of Chicago, Living Positively is committed to improving sexual health awareness and reducing the spread of HIV/AIDS in the city of Chicago through community education and peer mentoring.
The University of Chicago’s Living Positively program undertook an initiative to educate inner-city urban youths on HIV/AIDS. The effort needed a website that struck an effective balance between being fun, informative and credible; was not too complex; and had a hip, inner-city vibe without being too exclusive to the youth audience.
The Usman Group created a strategy to develop appealing, spot-on graphics; relevant text and stories; and an overall user experience to achieve the project goals. Behind the scenes, we worked closely with multiple departments and individuals at the University of Chicago, including the web services department to ensure we could stretch brand standards to the extreme without breaking sacred rules, Medical Center stakeholders to capture needed medical-related content, and many others. We designed the new site to instill trust and still not appear like it represented an institution.
We provided direction for custom photography that led to three “real people” being featured “characters” throughout the site – adding great warmth and connection to and with the site. Leveraging the University of Chicago throughout the site, we showed depth and brought needed credibility to the project.
The interior screens illustrate how we helped to provide key information and a call to action: “Get the Facts,” Get Tested,” “Get Treated,” and “Get Support.” We also employed interactive ways to engage users – including integrating social media, showcasing and offering an HIV awareness quiz, providing ways for users to connect with peer support, and much more.