THE PROJECT
San Fransisco Department of Public Health was challenged to reduce the gap in HIV infectors between whites and people of color. There is a massive disparity in contraction rates as most awareness campaigns catered to white audiences. PrEP as a valuable prevention method was not disseminated to POC communities.
THE PROCESS
510media joined the team to build a campaign that would target POC communities and speak directly to them and what they care the most about. PrEP Supports became a rallying cry for underserved communities, telling them that they are Amazing, Creative, Powerful, Brilliant and that PrEP is here as a valuable asset so they can continue to be all they are and more.
THE RESULTS
PrEP is way-changing campaign blueprint for SFDPH and is currently active and being renewed for the third year. The campaign will continue to expand its reach and impact. All early sign point to SF being the first major city in the world to get to zero new cases of HIV and PrEP Supports is playing a huge roll in that success.
THE RECEPTION
“African-American men have the highest HIV diagnosis rate among all groups in San Francisco, we need to do a better job of reaching the African-American community with tailored prevention messages and information. PrEP is a medication that prevents HIV and saves lives.”