Lead the Way
Project Details
Imagine that your target audience is, well, everyone. That was the challenge presented to us by UC San Diego’s Antiviral Research Center (AVRC) with funding from the National Institutes of Health (NIH). The goal of this first-of-its-kind public health campaign was to encourage every adult in two San Diego zip codes to take an HIV test. Until now, HIV prevention and education campaigns had only been targeted at high-risk individuals. And, to top it off, UC San Diego was going to be sending a medical team door-to-door to promote the campaign. Here, it was our job to garner interest among all walks of life, even those with absolutely no risk of HIV infection. We had 4 months to do so.
The story behind what we were doing and why we were doing it was complex. So we distilled the story into to a simple question: “Would you or wouldn’t you?” (take an HIV test). If someone answered “yes,” we directed them to a central testing center. If they answered “no,” they could participate in a short survey. We asked this question in ways both big (billboards) and small (bar coasters). To inspire participation, we reached out to local influencers whom we cast as role models in our print and outdoor campaigns. Boxing instructors, local media personalities, Mexican restauranteurs and even a Catholic priest. We literally cast a wide swath. And, since then, we’ve raised awareness, reached people in need, and driven hundreds of people to the testing site to help build an invaluable data base for the NIH.
- Messaging
- Creative Direction
- Video
- Web
- Social
- Consumer Experience
- Outdoor
- Printr
- Swag
Lead the Way
To tackle the complexity of the campaign we employed a simple, text-driven animation that could be easily shared through social media. The original score was designed to put an exclamation mark on the messaging and inspire participation, even by those residents who believed they were not at risk for HIV infection.
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