Latinos are disproportionately affected by HIV; they make up 16 percent of the U.S. population, but account for 21 percent of new HIV infections. When it comes to HIV testing and care, Latinos face three major obstacles: lack of access to health care, fear of stigma, and low perception of HIV risk. And once they are diagnosed with HIV, barriers to treatment often include lack of health insurance, difficulty navigating the U.S. health care system, and a shortage of culturally competent health care facilities. To help address these barriers, long-time client the AIDS Foundation of Chicago retained PCI to strategize and manage a four-year (2014-2017) digital marketing and traditional advertising campaign to help connect Mexican men in Chicago with culturally relevant messages and visuals about the importance of HIV testing and care.
Raising Awareness for the Latino Community
AIDS FOUNDATION OF CHICAGO
SHOWCASE
RAISE AWARENESS ABOUT HIV TESTING AND CARE FOR LATINO COMMUNITY
| KEY PROGRAM ACTIVITIES |
|---|
| Conducted audience research to refine campaign strategy and messaging |
| Developed a campaign theme that put a twist on iconic imagery from the colorful cards used in lotería, a bingo-style game played by Mexican families in their homes since the late 1800s – a visual that was identified by audience research as one that would stick out and grab their attention due to cultural relevancy |
| Developed a campaign microsite with relevant information and centralized call-to-actions |
| Placed more than 50 bus shelter advertisements in predominantly Mexican neighborhoods within one year of activation |
| Placed digital ads for three years through the Google Display Network, mobile apps and Facebook based on the characteristics of our audiences (e.g., location, age, gender, language preference, education, etc.) |
| Consistently monitored digital ad performance and swapped visuals and copy that didn’t perform as well as others |
| Piloted a social media influencer campaign to encourage users to seek HIV testing and care |
| RESULTS |
|---|
| Following three years of digital-only activation: |
| More than doubled industry benchmarks for mobile display click-through rate, reaching an average of .30 percent |
| Secured more than 30,000 website sessions |
| Generated 180 phone calls and 44 web form submissions (224 conversions) to an intake coordinator – an impressive number considering our niche audience |
| Amplified campaign visibility through more than 4 million impressions |
| Improved understanding of the social media and digital habits of Mexican men in Chicago, allowing the team to make accurate assessments for future planning |
| Secured seven social media influencers to share campaign memes on National Latino AIDS Awareness Day (Oct. 15), resulting in the following combined follower reach: |
| 8,684 Facebook |
| 29,901 Twitter |
| 12,732 Instagram |
| Top industry award recognition from the Public Relations Society of America Chicago, Publicity Club of Chicago and the Communicator Awards |
REACHING CHICAGO NEIGHBORHOODS
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