Be Fearless

Background.

HIV infections have increased in Atlanta, Georgia which is one of the top outbreak hotspots in the country. If left untreated HIV will lead to death, usually through a comorbidity. The “Be Fearless” campaign for AvitaCare Atlanta was built to break through the fear that comes with this deadly fact, encouraging individuals to discover their HIV status, and addressing denial and distrust in the medical establishment. The campaign advocated for widespread STI and HIV testing, emphasizing the African American community, which constitutes 34% of Atlanta’s population and bears a disproportionately higher rate of HIV cases. By targeting these fears and encouraging proactive health measures, “Be Fearless” aimed to foster a community that was informed, empowered, and unafraid to take control of their health.

Challenge.

In the heart of Atlanta, fear looms large, driven by social stigma, systemic barriers to healthcare, and widespread misinformation. Economic disparity casts a long shadow over the lives of many patients, with the skyrocketing costs of treatment placing it out of reach for most. For those without insurance, the situation is even bleaker. Acquiring insurance often feels like joining a discount club rather than securing true coverage, reminiscent of inadequate dental plans that leave much to be desired.

Social stigma, including the fear of being outed or ostracized, and the misconception of HIV as a death sentence, drives a dangerous “if you don’t get tested, then you don’t have it” mentality. Systemic racism, bigoted care providers, and poor health education further compound these challenges. Addressing these fears and barriers is essential to empower the community to take control of their health and curb the rising rates of HIV diagnoses.

Campaign.

The “Be Fearless” campaign was designed to accelerate new patient acquisition among hard-to-reach and difficult-to-convert audiences. We began by addressing fear head-on with universal messaging tailored to each demographic. Barriers were tackled with support messages highlighting no or low-cost care through a sliding fee scale program, telehealth services to accommodate those reliant on Atlanta’s slow public transportation, and an onsite pharmacy offering local delivery. These messages were prominently displayed on MARTA, where the audience often spends time outside their homes. The ads aimed to directly alleviate the fears of our target audience, featuring models that represented the Atlanta MSA’s population. The design included a colorful heart behind and around the desaturated models to symbolize a warm, caring embrace, with a rainbow gradient heart to imply inclusivity.

Creative ads were disseminated across programmatic displays and social media platforms, predominantly Facebook and Instagram, to reach the audience on their preferred channels. Google Search Ads targeted bottom-funnel conversions, encouraging individuals to get tested or schedule a test.

Results.

The Be Fearless campaign significantly increased preventative care, testing, and HIV care, resulting in impressive engagement and conversion metrics. There was a 35.27% increase in users and a 32.09% increase in engaged sessions from organic search. Direct search saw a 113.3% increase in users and a 110.24% increase in engaged sessions. Referrals experienced a 132.02% increase in users and a 28.46% increase in engaged sessions. New patients doubled, earning over a 200% increase.

FIVE

As their advertising agency, we improved the relationship between AvitaCare and the community through five key touchpoints. First, we utilized MARTA bus and train wraps to ensure visibility where our audience frequents. Second, we deployed social ads across Facebook and Instagram, reaching individuals on their preferred platforms. Third, programmatic display ads provided broad digital exposure. Fourth, targeted Google Search Ads focused on driving conversions, such as scheduling tests. And, fifth, we conducted in-person events with accompanying collateral and branding, reinforcing our message and providing direct engagement opportunities.

ONE

Under the unified “Be Fearless” strategy, we orchestrated the ad campaign across digital and physical touchpoints, creating a cohesive and impactful presence. This approach ensured that the message resonated at a local level, directly addressing community concerns and fostering a strong, trust-based relationship between patients and AvitaCare.

TWO

Throughout the campaign, we not only acquired new patients but also expanded our reach through referrals. Patients, now empowered by their care experience, referred friends and family, further broadening the impact. By integrating telehealth services and affordable care options, we addressed critical barriers and provided comprehensive support, ensuring lasting engagement and loyalty. This multifaceted approach effectively saved lives and enhanced the overall health and well-being of the Greater Atlanta community.