Raising Awareness. Reducing Stigma.

Increasing awareness, addressing stigma and establishing a linkage to care

Family health council of central Pennsylvania | results first

Grindr ads 
CTR increased
from 0.77% to

4.81%. YOY

Website sessions

increased 242%

25,835 sessions in 2020 versus 88,443 sessions in 2021

405

clinic and appointment

schedule 
requests

88,450+


visits


to TakeControlHIV.com 

In their words

The Challenge

Gavin was tapped to coordinate a statewide campaign, bringing together HIV services from across several regional partners in rural 
and urban communities, to form one effort funded by the PA Department of Health. 

The goal of the DOH $1,000,000 funded statewide campaign was to increase awareness, address stigma and establish linkage to care in campaign metrics.

The solution

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.

our approach included

  • 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.
  • 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.

the execution

Campaign Development

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. 

Influential Voices

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.

  • 38 Media Hits
  • National coverage included Positively Aware Magazine and POZ.com
  • 1,715,250 Impressions in Earned Media
  • $113,770 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.

  • Positively Aware Magazine 100,000 Readership
  • POZ.COM 125,000 Readership
  • PA State Capital Press Conference
  • World Aids Day Live Video Expert Panel