the big challenge
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
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.
branded social content | "H is for human"
branded social video | "Ask GTCV" & "Valley stories"
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.