Lights! Action! PrEP!
Pride Event 2025
About the Project:
Lights, Action, PrEP! was developed as a one-night-only theatrical experience and integrated marketing campaign for The PrEP Clinic — blending public health, queer nightlife, and improv theatre into a bold new format.
The show reimagined JUNO-nominated artist Tafari Anthony’s concept album When I Met Your Girlfriend through live music, dance, and scripted improv, turning the album into an immersive narrative about queer love, heartbreak, sexual health, and community care.
This wasn’t just a cabaret. It was a campaign — with costume-led product placement, PrEP-focused scenes, and talent sourced across Toronto’s performance, drag, and comedy scenes.
Why It Worked
Lights, Action, PrEP! was both activation and art. It created a touchpoint for queer audiences that felt grounded in joy, not fear. The result: a live show that not only celebrated queer expression but reinforced the clinic’s mission through story-first creative.
