The overarching strategy, of the comprehensive public awareness and education campaign, was to promote health and quality of life by preventing HIV infection and reducing HIV-related illness through increased access to resources.
Through understanding target audiences concerns and fears, the Take Control HIV campaign dismantled stigma with precise messaging for each audience segment.
Take Control HIV Campaign Goals
Empower individuals who are living with HIV to seek treatment so they can live long healthy fulfilling lives.
Breakthrough stigma and educate the public on HIV, available treatment, and preventative options to stop the spread of HIV and encourage long term care.
With a unique approach, messaging celebrated diverse personalities and backgrounds to encourage a conversation without fear. Using transcultural messaging, we developed and displayed messaging in a variety of mediums to reach audiences in urban and rural markets, where access to care was most challenged.
Using geo-targeting digital strategies, connecting relevant messages with audiences based on behaviors that were known to be associated with increased risk levels, efforts included niche platforms for digital ad placement such as Grindr and Adam4Adam, and geotargeting places of interest where sexual behavior may occur. Traditional media played a key role in influencing hard to reach audiences, designed to address stigma with affirmational visuals and messages, ultimately striving to bring HIV into the light.
Take Control HIV promoted resources and referrals to empower everyone to take control of their HIV status – no matter positive or negative.
“GAVIN has provided excellent services to our HIV ad campaign at every turn. They have been inclusive in their approach at outreach and extremely competent in their knowledge of HIV to further our message (they even went as far as to have their employees on the campaign take HIV 101 courses!). We are truly honored to have them as partners in our efforts to engage people living with HIV into medical care.”
SARA CARVAJAL – Take Control HIV, FHCCP HIV Program Manager
- Research Strategy
- Behavior Targeting
- Social Media
- Traditional Media Buying
- Public Relations
- Influencer Marketing
- Event Planning and Facilitation
Gavin’s public relations team coordinated major events with policymakers and industry influencers to foster conversation among those who may not typically talk about HIV or AIDS. From regional and national coverage, and unique events to engage communities, public relations played an essential role in campaign success.
included Positively Aware Magazine and POZ.com
Impressions in Earned Media
in Publicity Value
Proof of Performance
Take Control HIV continues to be funded by PA Department of Health investments, as leaders continue to see the outcomes of precisely managed marketing messages that are proving their impact on health and wellness.
Grindr Ads CTR Increased from
0.77% to 4.81% YOY
Website sessions increased 242%:
Increase from 25,835 to 88,450 YOY
405 clinic and appointment schedules clicked
40% of form visitors completed Linkage to Care Form
88,450+ visits to TakeControlHIV.com
106,585 Event Impressions
1,046 Event Clicks