Best Health Care Integrated Ad Campaign

Vancouver Coastal Health and Providence Health Care, received funding from the Government of British Columbia to start the STOP HIV/AIDS pilot project, which aims to expand HIV testing, treatment, and support in British Columbia. A key challenge identified early in the campaign research was the target audiences tendency to tune out once the acronym HIV was introduced into any copy or advertising. In response, FCV created ‘It’s Different Now’, a unique advertising and social media campaign that included both a microsite and offline media to promote routine HIV testing to people outside the traditional risk groups. Targeting sexually active men and women aged 35 and older, the campaign encourages an open and informational dialogue around HIV testing. FCV purposely eliminated ‘HIV’ from the wording to ensure the campaign’s ability to gain attention and maintain interest. As soon as the user enters the site and connects the ‘It’s Different Now’ brand to the HIV information, they learn that ‘HIV is different now; it’s not the death sentence it was once perceived to be’. FCV developed and embedded video throughout the site, delivering a positive and engaging experience that communicated information about the disease from authorities on the subject in a way that the target group could relate to.

Contributors:

President & CEO:	John Starke
Project Manager:	Sue Laughlin
Program Director Urban Health & HIV/AIDS:	Scott Harrison
Regional Director of Prevention, VCH:	Chris Buchner
VP of Digital Strategy:	Steve Park
Project Manager:	Courtney Johnston
Creative Director:	Rob Spofforth
Business Development Manager:	Aaron Brady
Senior Interface Developer:	Dave Penfold

FCV

Location: Canada