Rhode Island Department of Health
How do you reach a hard-to-reach audience?
To advance their aggressive effort to eliminate new HIV infections and AIDS in Rhode Island, the state Department of Health needed to reach the MSM (men who have sex with men) population — the most test-resistant population.
Extensive field testing of creative concepts showed us that a bold yet affirming message resonated most with the target population. Strategic media placements in MSM channels (including online dating sites), along with guerilla tactics in local clubs and other venues, maximized the highly targeted nature of the campaign.
The campaign was immediately embraced by the MSM community. Grassroots campaign materials were in high demand and had to be reprinted multiple times. Most important, HIV test rates increased.
Posters and print ads featured attention-grabbing visuals and direct, but reassuring, messages.
Posters and print ads featured attention-grabbing visuals and direct, but reassuring, messages.
These coasters were used in (and routinely “stolen” from) the clubs frequented by the people we most needed to reach.
These coasters were used in (and routinely “stolen” from) the clubs frequented by the people we most needed to reach.
The campaign microsite served as a clearinghouse for valuable information designed to help our audience stay safe and healthy.
