Get Tested Coachella Valley Launches Strategic Social Ambassador Program to Encourage HIV Testing; Regional campaign embraces digital advocacy to help end the epidemic
Get Tested Coachella Valley, a regional public health campaign aimed at ending the spread of HIV through routine testing, is spearheading a new approach to effectively connect and engage with the community by launching a Social Ambassador platform that empowers highly engaged advocates to have authentic HIV-related conversations in a digital peer-to-peer environment.
“We’re dealing with an extremely challenging topic that has historically been difficult for people to talk about with their closest friends and family, let alone in a public social media forum,” says Karyn Cooks, Director of Social Strategy at Get Tested Coachella Valley. “Additionally, ever-changing algorithms and a pay-to-play social environment makes all of this a bit of a non-starter for a non-profit, HIV-focused campaign. Our solution is to empower our internal stakeholders and external influencers to carry our message beyond the restrictive walls created by some social channels and the inherent challenges that come with sensitive topics.”
A fresh notebook of thoughts on taking a social-first approach to modern marketing and the shifting sands of social storytelling. Shamelessly mixing metaphors on the way.