To support people living with or most at risk of HIV, the partnership with Columbus Public Health (CPH) set out to support the evolution of their Know HIV. No Fear. campaign. With a focus on health equity and impact, goals included reducing stigma around HIV, improved audience representation and inclusivity, increased access to resources, and supporting key audience members in making HIV prevention, testing, and/or treatment appointments with CPH.
We strategically scoped out target audience surveying, A/B message testing, local influencer and campaign affiliate programming, event production, website development, and a refresh of overall campaign assets. As a result, the campaign accounted for 52% of all public health page traffic during the campaign period, as well as 17% increase in CTR and 133% increase in engaged website sessions when compared to previous campaign periods.
LIVE EVENT PRODUCTION
Investing in the grassroots entertainers and organizations who were already fighting the fight was of interest to CPH. These events also provided the platform for authentic connections with those at high risk. From night clubs, to drag shows, the initiative supported four local entertainers and 16+ nights of events attended by thousands of LGBTQ+ people and allies. Results included 34+ onsite HIV tests, 315 direct interactions, and immeasurable trust in CPH as a judgement-free source of HIV care.
RESEARCH + INSIGHTS
In a effort to optimize all touch points with members of the campaign's key audience groups present at these events, we worked with event hosts to incentivize taking voice/text surveys to be sure the refined campaign messaging and creative would resonate — before the media dollars were spent. Together, we conducted voice interviews with 162 key audience members, allies, and community members to understand HIV perceptions and receive campaign creative feedback.
survey quote
“I feel like people don’t really talk about it as much as they should. I think it’s because of the stigma that is around HIV as a whole.”
"BRING A FRIEND" INFLUENCER CAMPAIGN
By encouraging local influencers to sign up for CPH's new affiliate program and "bring a friend" to get tested for HIV, the influencer campaign aimed to increase awareness, normalize HIV testing, and position CPH as a trusted, judgment-free ally in sexual health.
The pilot program consisted of eight influencers who each created a 60-90 second reel promoting getting tested with a friend at CPH to either their Instagram or TikTok. Results showed 13,890 impressions, 992 engagements and an average 7.14% engagement rate.
CAMPAIGN WEBSITE DEVELOPMENT
The first phase of the Know HIV. No Fear. campaign prioritized gathering and sharing resources and developed dedicated campaign pages to do so. Identifying room for improvement, this phase of the campaign consolidated resources into two key pages — a client-facing page and a partner-facing page. Messaging and creative also received a refresh based on new audience insights collected in surveying.
See the site.
a/b message testing + paid media
VERSION A
This ad set was comprised of existing creative and messaging that ran in previous iterations of the campaign. Messaging leaned cheeky, designed to resonate with a younger audience who were active across social media and dating apps. When preemptively tested, survey data showed although not intended, messaging may actually be contributing to negative stereotypes around those seeking HIV testing, prevention or treatment, thereby reinforcing a dangerous stigma.
VERSION B
Inspired by a trigger moment — a moment that inspires taking action and making that appointment — revised messaging played with the very first time the idea of HIV testing, prevention, or treatment services enters consciousness within the minds of the key target audience members. Messaging resonates no matter where someone is at in their sexual relationships and no matter what the reason might be for getting tested.
Version B outperformed Version A across the board.
CAMPAIGN ASSET REFRESH + VIDEO PRODUCTION
Throughout the new phase of the campaign, it was evident a refined focus on authenticity and audience representation was required in order to effectively and most meaningfully reach and engage people at risk or living with HIV. Updating creative assets and centering new creative around real people with authentic stories and experiences reflected a long-term investment in the future of the Know HIV. No Fear. campaign.