BWA & Cuyahoga County Board of Health Partner on HIV Prevention and Treatment/Care Campaigns
Better World Advertising (BWA) and the Cuyahoga County Board of Health (CCBH) collaborated on two public health campaigns under an overarching brand to reduce stigma and discrimination around HIV, including for those living with it and communities that have been disportionately impacted by HIV due to racism, homophobia, transphoboia, poverty, and other socioeconomic factors.
The first campaign (I Take PrEP) focused on HIV Prevention and launched on World AIDS Day 2020. I Take PrEP seeks to increase knowledge about Pre-exposure prophylaxis (PrEP), and establish it as a viable method of HIV prevention. The priority population was residence of Cuyahoga Cunty, Ohio (OH), 18-35 years old HIV negative men who have sex with men (MSM) and Trans Women, with a particular focus on MSM and Trans Women of color. The second campaign (Undetectable=Untransmittable:Can't Find It, Can't Share It) launched today. The goal of this campaign is to increase knowledge about U=U and to encourage people living with HIV/AIDS (PLWHA) to get and remain in HIV treatment/care. The priority population was MSM and Trans Women living with HIV/AIDS (18-35 years old), in Cuyahoga County, OH.
The creative and communication efforts for the campaigns are fairly similar. Each ad features either persons from the community that are taking PrEP or Undetectable. Paid ads were disseminated via convenience stores (I Take PrEP only); social media channels Snapchat (I Take PrEP only), Instagram, and Facebook; mobile ads, LGBTQ+ Apps and websites, and adult sites. An organic component of the media strtegy was also utilized through a social media toolkit and the use of local LGBTQ+ influencers for each campaign. All efforts lead to the campaign website LoveLeadsHere.org, where people can find more information and resources for either PrEP or HIV Treatment and Care (U=U), and access to images and posts to help spread the messages across social media platforms (Faceebook, Instagram, and Twitter) and other outlets on and offline (posters). To learn more about these campaigns and to help raise awareness about PrEP and U=U visit LoveLeadsHere.org.
