get tested coachella valley
Strategy| Content | Influencers
the big challenge
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What do you do when your primary goal is to remove stigma around the idea of HIV testing, and you're relying on social media to help get the message out to the community? The solution for Get Tested Coachella Valley, a $5M public-private initiative to
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stop the spread of HIV, was to empower internal stakeholders and identify external influencers to carry our message beyond the restrictive walls created by some social channels and the inherent challenges that come with sensitive topics.
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The YESGTCV program was highlighted during a White House conference on AIDS, and the first social media ambassador program dedicated to amplifying HIV/AIDS programmatic messages.
We blended internal and external advocates, using Dynamic Signal's Employee Advocacy platform, to curate relevant content and support ambassadors as authentic subject matter experts. |
An onboarding Quick-Start program empowered new recruits to pick up momentum. Then, much like building any community or even a sales organization, we saw public acknowledgement rewards were the biggest driver to retention. From a 1st Annual Social Ambassador Awards -- held as a Twitterchat -- to monthly prizing, nothing trumps being acknowledged.
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branded social content | "H is for human"
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Strategy: The H in HIV is for Human. HIV is unfairly stigmatized and prevents people from getting tested. Myths and misconceptions persist, so this Instagram-specific series of real residents throughout the community, from all walks of life, were asked one simple question: Do you know anyone who has HIV? Like the video series "Valley Stories" the conversations were refreshing and honest, and authentically reflected the community back to itself.
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Every picture tells a story, so we designed the H is for Human narrative to play out specifically as an Instagram narrative, to take advantage of that channel's unique ability to draw users in to a moment and allow them to see themselves, their friends, their families in the story of HIV. Plans are currently in progress to include this theme across all media touchpoints, including print, PSAs, and bus stops.
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branded social video | "Ask GTCV" & "Valley stories"
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We specifically created the GTCV public health campaign's voice to mirror the friendly, open, caring real world voice of the testing team and public health liaisons. That voice can be heard and felt on each social channel, the campaign blog, and in the Ask GTCV and Valley Stories video series.
Both series were developed from questions most frequently asked of the campaign's testing team, and personal stories shared with them during the course of their work in the community. The result was highly focused bite-sized video to educate, inspire, and remove stigma around HIV testing. |
Videos debuted on Facebook to take advantage of the network's preference for quality videos in the newsfeed, and included CTAs to "Request the Test" on a special landing page. They were archived on YouTube for SEO benefits as well as simple viewing in the Twitter feed.
Next steps: Plans for realtime event-based video using Periscope and Blab. |
community building
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It take a village! User-generated Content. A public-private partnership (PPP), the Get Tested Coachella Valley assembled fifty Community Partners, and each was invited to issue a "get tested" video challenge to the Coachella Valley. Not only did it create some healthy competition between partners to drive change in the community, but each was able to address their own audience with a valuable personal message. This program peaked around National HIV Testing Day for a community-wide effort to drive single-day testing.
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Real world events are always opportunities to capture authentic support for the campaign. From clinics to congressman, everyone wanted to show their support and we provided them with a platform. The result was an increase in the need for voluntary HIV testing, which resulted in increased individuals following through to "request the test."
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Real time Twitter chats (evolving into Blab chats) with influential guests drove 10X awareness and engagement than a typical day. No one-hit wonders, the winning combination of highly visible guests, amplified by Social Ambassadors, was replicated over and over.
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youth outreach
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A youth outreach, house party concept modeled on classic "feet on the street" cause campaigns. Designed to spark conversations with millennials, and pass along the information to older generations to not only host Orange Parties but take the initiative to get tested.
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Developed a handbook with college interns who also acted as party guides, identifying two potential new hosts at each event. They were coached in social sharing to close the loop on real world and digital conversations.
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Community organizers: Feet on the Street
Get Tested Story Project: Soliciting personal essays or videos
Local Celebrity Endorsements:
Develop a school-based project for 12-18 year old students with via Adobe Story Project
Get Tested Story Project: Soliciting personal essays or videos
Local Celebrity Endorsements:
Develop a school-based project for 12-18 year old students with via Adobe Story Project
