Whitman-Walker Health
Educating DC youth on HIV prevention
Challenge
The pill with a perception problem
PrEP (Pre-exposure Prophylaxis) is a revolutionary pill proven to reduce a person’s chance of contracting HIV by 92%. There was a lack of awareness of PrEP among DC’s HIV-vulnerable community, primarily inner-city youth ages 14-22. For those who were aware, the pill presented a variety of barriers, including the perception of a high price and a lack of trust in the healthcare system. Whitman-Walker Health engaged Havit with the mission of engaging and motivating this high-risk audience.
Solution
PrEP in their Path
Havit’s multichannel campaign introduced DC’s diverse LGBTQ+ community to the PrEP pill and encouraged them to speak to a doctor to learn more about PrEP.
Solution
Making PrEP personal
OOH was placed in metro shelters and bike share locations across DC that were frequented by our audience. Facebook and Instagram videos heightened engagement. Posters and window signage further enhanced the message. Handouts for healthcare professionals helped educate patients. All materials drove to the microsite prepfordc.com.
Impact
Changing minds, saving lives
The campaign produced overwhelming results for Whitman Walker, delivering over 2.9 million impressions, with a recorded number of 10,598 clicks – 459,000 more impressions and 111,000 more video results than originally forecast. The site had 5,000 unique visitors within 90 days. Even more exciting? DC’s LGBTQ+ community has gone on to embrace the life-saving pill that was once a source of stigma and doubt.
- 2.9M impressions
- 5× industry average CTR
- 500K impressions over goal
- 3.5× better CTR vs. previous year
