By the numbers
40,000+
individuals reached, 11x the goal
27.8M
impressions, 27x the goal
Client background
Allies in Hope is a healthcare nonprofit focused on HIV prevention and care. The foundation asked us to build an awareness campaign for PrEP, aimed at heterosexuals at high risk for HIV.
The challenge
Earlier PrEP campaigns, run by the foundation with support from Gilead, targeted gay men, Hispanic women, and African American women. None reached high-risk heterosexual men and women. Allies in Hope needed to close that gap. The goal: reach 3,500 people through 1 million impressions.
The CKP approach
We started with listening. Our researchers attended community forums to understand how people talked about PrEP. We ran a comparative and competitive analysis, then interviewed front-line healthcare and social workers for ground-level feedback. Those conversations became a questionnaire we used in one-on-one interviews, set up through partnerships with local agencies. The findings shaped everything after: the creative direction, the advertising plan, and how much we spent in each format.
What we delivered
- Research and strategic planning
- Campaign concept and execution
- Media buying and ad placement
- Measurement and reporting
Results
The campaign surpassed every goal. Ads generated phone calls and emails from across the state. Allies in Hope staff used them to connect people with PrEP resources in Houston, Dallas, San Antonio, and Philadelphia.
The Harris County Health Department noticed. The department had planned to build its own campaign and media strategy. Instead, it asked for permission to use our creative and ran the same campaign countywide.
