PCAF End-of-Year Appeal Mailer
Client: Pierce County AIDS Foundation (PCAF)
Format: Three-panel mailer
Role: Art Direction and Design
Format: Three-panel mailer
Role: Art Direction and Design
A bold fundraising piece linking the fight against HIV to the fight against systemic racism. This mailer uses protest imagery, data visualization, and urgent messaging to underscore that racial equity is essential to ending the HIV epidemic.
Front Panel (Cover)
A visually arresting call to action layered with protest imagery and diagonal line motifs, this panel centers the message: “If we don’t address racism, we’re not doing the work that is required to end the HIV epidemic.” The striking color palette and graphic intensity reflect the urgency and moral clarity of the message, while protest signs and community members underscore the lived reality behind the words.
Inside Spread (Middle Panel)
The internal foldout lays out the core argument in stark terms: Black people in Washington are disproportionately affected by HIV—diagnosed every four days—due to systemic racism. The piece uses data-driven infographics and real protest visuals to ground the message in lived experience. Overlapping arrows and textures evoke movement and disruption, echoing the agency’s mission to challenge harmful systems.
Back Panel (Call to Action)
The final panel invites readers into solidarity with a rallying cry: “Together we can fight racism + end HIV.” Juxtaposing population and infection statistics, the layout makes stark visual comparisons while leading viewers to action via QR codes and URLs for equity education and donation. The handwritten protest sign—"I can't change my skin, but you can change your heart"—offers a final, humanizing emotional appeal.
