IDEAS. With HIV infection rates climbing in underserved and minority populations, the Florida Department of Health (FDOH) turned to evok to support their outreach and prevention programs throughout the state.
WORK.Our research provided insights that the population segments facing the greatest risk included Hispanic, African American and Creole residing in close proximity to the six largest Florida DMAs: Jacksonville, Orlando, Tampa, West Palm, Broward and Miami-Dade. To reach these audiences, we hyper-targeted our media to specific geographic areas, down to an area smaller than a zip code, where the greatest concentration resided.
Understanding our audience’s concerns, and fears, the Protect Yourself campaign came to life. This campaign promoted our primary calls to action (CTAs) of (1) finding a local HIV testing center, (2) making an appointment and (3) getting tested. But with an approach that celebrated diverse personalities and urged anyone at risk to consider themselves, their friends and loved ones, welcoming a communal discussion of an often thought of taboo subject, particularly with minority cultures, was a challenge.
With our transcultural messaging, we developed and displayed messaging in a variety of mediums to reach these audiences where they live, work and play. We showcased our messaging through integrated media planning, placement and fulfillment; social media strategy and planning, content creation, and community management; website design, development, launch and maintenance; and experiential marketing, design and fulfillment.
RESULTS.digital media impressions (PPC, display, pre-roll)
social media impressions
out-of-home advertising impressions
participants at 6 major events
impressions across English and Spanish radio
impressions from events across 6 markets
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