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FDOH: Pride Campaign

HIV/AIDS MINORITY AWARENESS PRIDE MONTH CAMPAIGN

IDEAS.

As a partner to the Florida Department of Health since 2016, our agency supports the organization’s statewide HIV/AIDS prevention and awareness campaigns focusing on minority audiences and communities. As part of our efforts, we have implemented widespread campaigns promoting testing in high-risk areas while dismantling HIV myths and stigma.

With the fifth anniversary of the PULSE nightclub shooting approaching in June 2021, our team got to work on a Pride month campaign uniting our HIV/AIDS awareness messaging with the meaning behind Pride.

WORK.

Choosing Instagram as a visual-first platform ideal to share our Pride and Prevention message, the evok team repurposed the word Pride into an acronym that correlates to HIV/AIDS awareness. Throughout the month, we shared what it means to be proud to be your authentic self and how knowing your status plays a role in that. Campaign content focused on one letter in the acronym each week, allowing us to shine a light on the many layers of Pride while creating a highly curated Instagram feed.

RESULTS.

182,000+

total impressions (organic and paid)

59,000

paid reach

20,304

total thruplays

6,071+

total likes

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