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

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.

Leo Boucher

Da Camera – Chamber Music and Jazz, Director of Marketing and Audience Development

I cannot highly enough recommend CKP when it comes to PR. I thought I knew and understood PR until I started working with the brilliant minds at CKP. They look at PR differently than many of the bigger firms- more of a 21st-century approach to public relations, then the traditional way people view and use PR. They are a well-rounded group, who not only understood our business but also understood our needs better than we did, which is why our brand presence and perception have never been higher since we hired CKP. On top of the great work they do, they are a great group of people, with high integrity and work ethic. It is apparent they believe in what they do, they believe in their clients and it shows.

Matthew Kades

McDonald's Owner/Operators Association of Greater Houston, President

CKP makes my job easier because their integrated services create efficiencies, they produce quality work, and I trust them. I don’t have to worry about quality with CKP because they listen from the beginning, so I trust work is going to get done and get done well. While MassChallenge was building the plane while flying it, CKP’s flexibility and nimbleness helped us exceed our goals.