Bridge HIV needed a campaign to attract a new audience of participants to help them test and discover effective HIV prevention strategies through their research methods. In particular, they wanted to reach the city’s rising millennial demographic. The challenge was activating this new audience that traditionally Bridge HIV had not had consistent content and communication.
The campaign launched on social channels and in all central BART stations in San Fransisco. Do Good reached into underused channels and deployed a new energetic and more inclusive visual of what it meant to be apart of an HIV study. These studies and typically be leveraged around highly informed audiences but Do Good had a wider activation.
Bridge HIV attracted more millennial participants by 3x. In addition lots of key learnings about what motivates and drives this group, in particular, that financial incentives were less of a motivator than impact and emotional well being of giving and participation. Bridge HIV is looking to leverage this insight into its next generation of campaigns.