Emen8 PrEP

Emen8 PrEP

ISSUE

HIV WAS ON THE RISE AGAIN
Safe sex messages used to revolve around the single strategy of 'wear a condom'. The topic of safe sex has evolved and so have the number of strategies around it.So how do you go about engaging a discreet audience in a complex dialogue about the topic, which is littered with message fatigue and keep the audience engaged, seek to increase HIV sexual health literacy and drive behaviour change? All without spending a fortune on advertising.

INSIGHT

'DON'T GIVE ME LECTURES'
People don't want to be lectured to, but they will absorb safe sex messages if they are entertained by the content.

IDEA

AN ENTIRELY NEW BRAND BUILT ON POSITIVITY
In a world weighed down by sex negativity - sex don'ts, watch outs, restraints and HIV stigma, we created an entirely new brand that is a force of sex positivity. 'Emen8' is a brand that finds and emanates the good news in everything, literally from the logo design through to the content that drives engagement. The content hub has 'stealth' sexual health messages baked into the editorial and lifestyle content. Once you've read the content, we used cookies to build an audience around the brand and actively retargeted you with ongoing campaigns and content.

IMPACT

CLIENT OBJECTIVES ECLIPSED
The performance of the Emen8 platform exceeded expectations and targets and the Commonwealth Government have committed next round funding for the program. From a social perspective, we drove engagement at 3x the engagement rate of Facebook's benchmark. From a content perspective, we saw a 10% increase in engagement QoQ. Results based on overall lift in baseline survey data saw a 4.3% increase in HIV positive men and 73% increase in HIV negative men understanding the preventative benefit of 'Treatment as prevention' (TasP) safe sex strategy.

Emen8 PrEP

Angelo
Edward
Ethan
Mark
Lucus
Peter

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