• Research

• Strategic Planning

• Campaign Concept

• Web Design & Creative Services

• Advertising

• Monitoring and Reporting

THE CHALLENGE

AIDS Foundation Houston identified lack of awareness and education about PrEP with high-risk heterosexuals as the core problem. Previous awareness campaigns deployed by the nonprofit and supported by the pharmaceutical company Gilead (makers of PrEP) focused exclusively on homosexual men, Hispanic women, or African American women, with little to no marketing efforts made to reach high-risk heterosexual men and women.

THE CKP APPROACH

Our researchers attended community forums to gain insight on PrEP message positioning. The team performed a comparative and competitive analysis, and interviews were conducted with front-line healthcare and social workers to get individualized and anecdotal feedback. CKP’s findings were refined into a questionnaire for one-on-one interviews with research participants facilitated by partnerships with local agencies. The market and positioning analysis informed creative direction, advertising plan, and the weight of spends in each proposed advertising format.

TOOLS & TACTICS

• Research and strategic recommendations

• Campaign concept and execution

• Media buying plan and ad placement

• Measurement and reporting

EDUCATIONAL VIDEO AD

MEANINGFUL RESULTS

The campaign surpassed goals. The ads generated phone calls and emails for information from around the state. AIDS Foundation Houston staff was able to assist individuals in locating PrEP resources in Houston, Dallas, San Antonio and Philadelphia. The campaign momentum and effectiveness caught the attention of the Harris County Health Department. Originally planning to develop their own campaign creative and media strategy as a county initiative, the department sought and received permission to build on the existing efforts and deploy the campaign with the same creative throughout Harris County.