Lead the Way

Creative Director, Writer and Producer for a public health campaign for UC San Diego's AntiViral Research Center

Challenge: How do you persuade not just a high-risk target population but the entire population of two San Diego zip codes to participate in an HIV testing campaign? This was the central challenge of marketing a novel, NIH-funded, UCSD-directed, public health campaign.

Approach: Rather than try to persuade everyone to take an HIV test, we reframed the campaign around asking people whether they would take a test. Answer "yes," and we can set up anonymous testing with results in minutes. Answer "no," and we ask you to complete a survey that helps us better understand attitudes and reasoning for not wanting to take an HIV test. To bolster the campaign's credibilty in our market area, we enlisted the participation of community connectors across a variety of demographics - from boxers to priests - making each of them a "poster child" for getting involved. Then, we saturated the market with the question, "Would you or wouldn't you?" across a variety of surprising and ubiquitous touchpoints - from billboards to bar coasters.

Team: Dr. Susan Little and her committed and passionate staff at the AVRC brought these ideas to life; Parallax Visual Communications (design), Elle Communications (PR), Dean Bradshaw (photography), LMA Marketing & Advertising (media buys)

Photos (top to bottom): Billboards for the Lead the Way campain featuring local community leaders; the web video explaining LTW's mission; whiteboarding our solution to this campaign; the central question of our campaign

Creative Director, Writer and Producer for a public health campaign for UC San Diego's AntiViral Research Center

Challenge: How do you persuade not just a high-risk target population but the entire population of two San Diego zip codes to participate in an HIV testing campaign? This was the central challenge of marketing a novel, NIH-funded, UCSD-directed, public health campaign.

Approach: Rather than try to persuade everyone to take an HIV test, we reframed the campaign around asking people whether they would take a test. Answer "yes," and we can set up anonymous testing with results in minutes. Answer "no," and we ask you to complete a survey that helps us better understand attitudes and reasoning for not wanting to take an HIV test. To bolster the campaign's credibilty in our market area, we enlisted the participation of community connectors across a variety of demographics - from boxers to priests - making each of them a "poster child" for getting involved. Then, we saturated the market with the question, "Would you or wouldn't you?" across a variety of surprising and ubiquitous touchpoints - from billboards to bar coasters.

Team: Dr. Susan Little and her committed and passionate staff at the AVRC brought these ideas to life; Parallax Visual Communications (design), Elle Communications (PR), Dean Bradshaw (photography), LMA Marketing & Advertising (media buys)

Photos (top to bottom): Billboards for the Lead the Way campain featuring local community leaders; the web video explaining LTW's mission; whiteboarding our solution to this campaign; the central question of our campaign

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"A  person  sees  something  that  makes  her  feel  a  particular  way,  and  as  a  result  is  motivated  to  change.  See -  feel - change."

John Kotter, Harvard Business School professor