CATIE X CLARK

CATIE - FACING HIV FEARLESSLY

We have more options for HIV prevention today than ever before. However, research shows that many people still don't know about them, or don't understand how effective they are.

One of the most important benefits of new prevention strategies, such as pre-exposure prophylaxis (PrEP) and HIV treatment to prevent infection, relates to these strategies being reliable and plannable. Today, thanks to new medications, the fear associated with infection and transmission of the virus is being drastically reduced. This is especially beneficial for people in communities at high risk for HIV.

ADVERTISER

CATIE

GOALS

The campaign aims to raise awareness about HIV prevention options, particularly pre- exposure prophylaxis (PrEP) and HIV treatment.

TARGET

Specific groups and populations may be
at greater risk for HIV
- Trans people - Gay and bisexual men - Black communities - Indigenous people. These communities deserve the tools they need: that's CATIE's mission, as the main source of information regarding HIV and hepatitis C.

INFLUENCERS

12 influencers

+ 1.9M

IMPRESSIONS

+ 621K

REACH

4,69%

ENGAGEMENT RATE

STRATEGY

FACING HIV FEARLESSLY: MORE CONFIDENCE, MORE AUDACITY , AND MORE FREEDOM. This is how Clark Influence and Catie wanted to talk about these new HIV prevention methods. By using positive and inspiring messages, we hoped to reduce the fear and stigma surrounding HIV. The campaign unfolded over 3 phases:

Phase 1

Ice-breaking

This was an opportunity for influencers to introduce their partnership with CATIE and engage with their communities by asking them how familiar they were with HIV.

Phase 2

Introduction to new HIV prevention methods

Using glowing, colorful, and positive images, selected influencers FACE HIV by introducing PrEP and treatment as prevention. It's also an opportunity for them to raise awareness and shed light on the vulnerability of their communities (trans, black, native, gay & bisexual people) regarding HIV.

Phase 3

Conversation

Influencers kept the conversation going with interactive Instagram stories. This campaign was also amplified
to reach key communities at increased risk of HIV.