Building mindful and empathetic awareness of vital and discreet health care services and education for a target audience that typically seeks anonymity and trust in their providers, and in many instances, are fearful of being seen visiting any type of clinic that may compromise or reveal their health status.

Through our deep experience in the healthcare sector, specifically HIV/AIDS initiatives, we crafted a social media campaign by carefully researching both the audience’s demographics and psychographics and applying the findings to creative that would resonate with even the most fearful of people. Capitalizing on the interchangeability of social media advertising, we created two different campaign messages and visuals allowing us to gauge the audience’s response while responding to the variants. 

The messaging stressed confidentiality, convenience, proximity and the fact that these services are completely free of charge while the visuals conveyed familiarity by using clothing cues and blurred images of models stressing anonymity. Colorful full screen and pop up formats placed on popular “hook up” apps keep the campaign front and center right where much of the audience spends its time. Location links provide a quick connection with the local screening services. 

The Kentucky Income Reinvestment Program (KIRP) is a collaborative effort between University of Kentucky HealthCare and the Kentucky Department for Public Health. The Vision of KIRP is to enhance the health, safety and well-being of all people in the Commonwealth of Kentucky by addressing high risk behaviors, providing comprehensive education and expanding state of the art medical care for persons with HIV (Human Immunodeficiency Virus). 

The Target4 Project, an initiative of KIRP, embeds Health Education Coordinators, Health Education Coordinator Associates, and Peer Prevention Specialists into local health departments and community-based organizations across the Commonwealth of Kentucky. These positions integrate HIV testing, prevention and health education into harm reduction services for persons who inject drugs as well as through targeted outreach efforts to communities at high-risk for contracting or transmitting HIV. The KIRP program is divided into 13 regions across the state and is structured to include a regional team lead and field staff working in collaboration with the key community collaborators.

Collaboration with the M.A. Rood Company

DISCIPLINE
Digital Communication, Social Media

SECTOR
Healthcare Services

AWARDS
GDUSA 2024 ✷ American Graphic Design Awards
GDUSA 2024 ✷ Health + Wellness Design Award