The Bell Flower Clinic is a sexual health and wellness clinic supported by the Marion County Public Health Department in Indianapolis, Indiana. In 2022, the Clinic set out to increase use of PrEP, a method of HIV prevention that is over 99% effective but only taken by 20% of those who would benefit from it. Our insights showed that most PrEP advertising, particularly in the Midwest, wasn't sex-positive and didn't get directly to the point that users could enjoy being very sexually active and still be protected from HIV.