PrEP: Self-Care
THE CLIENT
Bureau of Infectious Disease and Laboratory Sciences
THE CHARGE
Encourage men who identify as gay, bisexual, and/or men who have sex with men (MSM) to consider or reconsider PrEP, a medication to prevent HIV.
THE CHANGE
The fresh, engaging campaign caught people’s attention, leading to a 1.4X increase in people seeking services and information.
- Video
- Multichannel Campaign
- Public Awareness
2,313,915 completed video views
in 30 days
7,260 website visits,
up 141.3% over previous campaigns
Powered by People
Men who have sex with men are at increased risk for contracting HIV and may not yet know that PrEP is an easy, effective medication that is 99% effective at preventing HIV. MORE was tasked with reaching Black or Latinx men under 40 to help them understand that PrEP can help them live and love more confidently.
Powered by Mission
At the center of the Self-Care PrEP campaign was the drive to move beyond awareness to self-awareness. Instead of focusing on what PrEP is, we highlighted how PrEP can be a powerful tool for our audience’s health, heart, and overall happiness. Self-care means being PrEPared.
Powered by MORE
In order for this campaign to be successful, it had to be authentic and directly bring folks to the right resources. We based our creative on our signature research-rich process, but also tapped into the community at every step. From the script to the on-screen talent to the behind-the-scenes players, we emphasized lived experience as a key campaign development component. And it worked.
View Campaign Landing page: Decision Tool:
https://carethatfitsyou.org/is-prep-right-for-you/