PrEP to Prevent HIV: AIDS Foundation Houston

AIDS Foundation Houston engaged us to concept and execute an awareness and education campaign targeting heterosexuals at high risk for contracting HIV. The healthcare agency needed to reach at least 3,500 people through 1 million impressions.

The Challenge

AIDS Foundation Houston identified lack of awareness and education about PrEP with high-risk heterosexuals as the core problem. Previous awareness campaigns deployed by the nonprofit and supported by the pharmaceutical company Gilead (makers of PrEP) focused exclusively on homosexual men, Hispanic women, or African American women, with little to no marketing efforts made to reach high-risk heterosexual men and women.

The CKP Approach

Our researchers attended community forums to gain insight on PrEP message positioning. The team performed a comparative and competitive analysis, and interviews were conducted with front-line healthcare and social workers to get individualized and anecdotal feedback. CKP’s findings were refined into a questionnaire for one-on-one interviews with research participants facilitated by partnerships with local agencies. The market and positioning analysis informed creative direction, advertising plan, and the weight of spends in each proposed advertising format.

Research & Strategic Planning

Research and strategic recommendations

Campaign Concept

Campaign concept and execution

Advertising

Media buying plan and ad placement

Monitoring and Reporting

Measurement and reporting

Meaningful Results

The campaign surpassed goals. The ads generated phone calls and emails for information from around the state. AIDS Foundation Houston staff was able to assist individuals in locating PrEP resources in Houston, Dallas, San Antonio and Philadelphia. The campaign momentum and effectiveness caught the attention of the Harris County Health Department. Originally planning to develop their own campaign creative and media strategy as a county initiative, the department sought and received permission to build on the existing efforts and deploy the campaign with the same creative throughout Harris County.

Video Storytelling

Awards

American Marketing Association, HoustonNonprofit Marketing Campaign, Finalist

Highlights and Objectives

Individuals Reached

Reach Goals

Impressions

Impressions Goal

What Our Clients Say

It is a joy to work with CKP. The CKP team comes to the table listening to our goals and objectives and provides the best counsel and approach to help achieve those. Their creativity and openness to brainstorm new ideas have positively impacted us, and we are so grateful.

Dana Edwards

United Fitness Partners, Planet Fitness, Senior Corporate Communications & PR Manager

CKP provided invaluable counsel in support of CenterPoint Energy’s strategic communications efforts. The team produced insightful creative assets for key initiatives, enabling us to manage stakeholder communications effectively and deliver impactful messages with ease and accuracy. CKP’s expertise and innovative approach significantly enhanced our engagement efforts. The bespoke solutions they delivered not only met but surpassed our expectations.

Jason M. Ryan

CenterPoint Energy, Executive Vice President of Regulatory Services & Government Affairs

CKP have been incredible partners for the Houston Symphony, allowing us to grow our reach and deepen our impact. They’ve helped us build our brand through strategic marketing and communications initiatives. Their expertise has guided the organization through how to layer key messages that meet immediate needs and goals in with evergreen brand campaigns that reinforce long-term strategic priorities. The CKP team works seamlessly with our in-house marketing and communications staff here at the Symphony. They leverage what we do to elevate collaborative outcomes, and they are an integral part of our marketing and communications operation. Because of the background of their own team members, they offer a depth of industry understanding that enables real clarity around what is possible, what are opportunities, and where the limitations might be. They have amplified our work and helped enable us to achieve our earned revenue and brand-related goals.

John Mangum

Houston Symphony, Executive Director and CEO

CKP provides crucial support to Da Camera in the areas of media relations, content marketing, advertising and social media, allowing us to make dramatic forward strides in those areas. It’s invaluable to our organization to be able to draw on the deep expertise of the CKP team. CKP is always responsive and focused on our needs.