In 2024, Grupo Agatep executed a comprehensive rebranding of Free to Be U to deepen its resonance with key populations disproportionately affected by HIV, particularly young MSM and trans individuals. Centered on a newly developed brand book, this transformation established a unified visual and tonal identity anchored in inclusive, stigma-free, and sex-positive communication. By defining clear standards for partners nationwide, the rebrand ensured consistent messaging across diverse regions, significantly amplifying the campaign’s reach and impact.
