Act Up PNG

The Kirby Institute, a leading medical research organisation based at UNSW, partnered with the PNG Institute of Medical Research to deliver ACT-UP PNG, a health initiative improving access to HIV treatment and addressing drug resistance. Centred around the globally recognised message U=U (Undetectable = Untransmittable) and driven by the need to shift stigma and encourage ongoing treatment adherence, we developed a comprehensive design package that established the campaign’s visual foundations and provided a flexible, culturally aware system for rollout. A custom illustration suite, developed in-house, led the visual refresh, bringing clarity, cultural relevance, and compassion to HIV education materials. The style was deliberately character-led and approachable, avoiding caricature or clinical detachment. A bold palette of reds, yellows and oranges brought energy and familiarity, challenging the sterility of conventional medical materials. We paired this with Kit Rounded, a soft yet confident sans serif typeface that balanced friendliness with clarity and authority. Together, the system introduced an invigorated voice to HIV awareness, successfully reframing a historically stigmatised topic and inviting audiences to engage more openly with care and treatment.