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2017 CRYSTAL AWARD FINALIST

 

: MARKETING CAMPAIGN - NON-PROFIT: AGENCY

 

CASE STUDY

PrEP AWARENESS CAMPAIGN for AIDS FOUNDATION HOUSTON

CKP was chosen by AIDS Foundation Houston to concept and execute an awareness and education campaign targeted towards heterosexuals at high risk for contracting HIV. To initiate the development of the creative concept, CKP attended a cross section of community forums to gain more insight from the various stakeholders on positioning the PrEP education message. The team performed a comparative and competitive analysis, and interviews were conducted with front-line healthcare and social workers to get individualized and anecdotal feedback. CKP’s initial findings were then refined into a questionnaire utilized in one-on-one interviews with research participants facilitated by partnerships with local agencies. The resultant market and positioning analysis informed CKPs creative direction, advertising plan and the weight of spends in each proposed advertising format. CKP produced all campaign creative material, including print and digital display advertising, PSAs, outdoor, website and more.

AMERICAN MARKETING ASSOCIATION, HOUSTON CHAPTER