'The best weapon against HIV’ - a simple, bold message that feels both factual and emotive for PrEP Awareness Week 2022.
Building on the success of ‘21 to position PrEP as the game changer in HIV prevention, we wanted to reach a wider audience and cement the campaign as a key date, complementing World Aids Day.
A UK-wide multi-channel campaign allowed us to rally the community and drive people to the dedicated site, which also acted as a portal to PrEP clinics across the country.
We invested in OOH, for awareness and brand building, showcasing brand codes to embed in memory and connect with our message. We built appeal with a young, high risk audience segment by partnering with culturally relevant lifestyle influencers and using targeted digital advertising while collaborating with bars/nightclubs.
We exceeded targets, PrEP Awareness week reached an estimated 10m in the UK.