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It’s Only Dangerous

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OBJECTIVE

When the Arizona Department of Health Services (ADHS) came to Moses, they were ready for a change. ADHS needed to launch an HIV awareness campaign that would not only provide community outreach and education but also promote regular HIV testing as a normal part of everyday wellness.

In order to make sure this campaign was as effective as it was different, we needed to change the tone of HIV awareness.

 

 

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Idea

First, we ditched the fear tactics for something more empowering – a solution-focused campaign that showed the audience that change was in their hands. Forget scaring or shaming people out of getting tested, we wanted this to be a judgment-free zone. After all, HIV prevention isn’t about who you are, it’s about what you know.

Awareness was a cornerstone to this campaign. The idea being that the only danger surrounding HIV infection comes from not knowing your status or the status of your partner.

 

 

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Solution

To highlight this point, we showcased everyday dangers that could happen to anyone if they weren’t aware: walking into a street sign, a glass door, an open manhole cover. Eye-catching and approachable, clever but without being flippant, these ads – which appeared on billboards, buildings, etc. – all had one common goal: direct people to HIVAZ.org to get tested and informed.

The campaign was a national success – featured in the New York Times and Adweek – and generated a 1,206% increase in web traffic. The number of visitors searching for HIV services in Arizona grew by 66.31% and further content including YouTube videos and interactive Snapchat filters furthered the reach of the message.

 

 


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