Taking PrEP prevents HIV transmission, and it’s completely FREE. With no HIV Testing Week in 2021, there was a space in the calendar for our long-term client 56 Dean St to take centre stage with a national campaign to drive awareness, with the ultimate aim of new PrEP sign-ups.
PrEP Awareness Week was designed to coincide with World AIDS Day, 1st December. Working with diverse social influencers allowed us to be targeted, rally the community and drive people to the campaign site, which also acted as a portal to PrEP clinics across the country.
Big name celebrities and influencers were happy to be involved for no fee - achieved high levels of earned media without high-levels of spend. Most paid media spend went on Instagram and hook-up sites, like Grindr.
With way above average engagement and an estimated reach of 16.9 million, the campaign led to 6,500 booking link clicks to get free PrEP.
Shortlisted for Purpose awards 2022.