CATIE X CLARK

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campagne marketing d'influence catie x clark

CATIE - FACE HIV NO FEAR

Today, more HIV prevention options are available than ever before. But research shows that many people are still unaware of them and of how effective they are. One of the greatest benefit of new prevention strategies like pre-exposure prophylaxis (PrEP) and HIV treatment as prevention, is that they are reliable, can be planned in advance, and can reduce or eliminate the fear of getting or passing on HIV. This is particularly beneficial for 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 as prevention.

TARGET

Specific groups and populations may be
at increased risk for HIV
- Trans people - Gay and bisexual man - Black communities - Indigenous people. These communities deserve the tools to help prevent HIV : This is CATIE’s mission as Canada’s source for HIV and hepatitis C information

INFLUENCERS

12 influencers

+ 1.9M

PRINTS

+ 621K

REACH

4,69%

ENGAGEMENT RATE

STRATEGY

FACE HIV WITH NO FEAR: MORE CONFIDENCE, MORE AUDACITY
 and MORE FREEDOM. This is how we want to talk about these new HIV prevention methods, by using positive and inspiring messages of confidence, rather than fear and stigma. The campaign unfolded over 3 phases:

Phase 1

Ice-breaking

This is an opportunity for influencers to introduce their partnership with CATIE and engage with their community by asking them what they know about HIV and how they approach the subject.

campagne marketing d'influence catie x clark
campagne marketing d'influence catie x clark
campagne marketing d'influence catie x clark

Phase 2

Introduction of new HIV prevention methods

With a positive & luminous portrait, influencers FACE HIV while introducing PrEP & treatment as prevention. It is also an opportunity for them to share statistics showing the community they belong to (trans people, gay and bisexual men, indigenous people, black communities) is at increased risk of HIV.

Jessica Prudencio CATIE
Jessica Prudencio_CATIE_FEED_03.jpg
Keisha Catie
Jamie
Kiara Schatz
Jessica Prudencio CATIE
Jessica Prudencio CATIE
Jade Hassouné Catie
Jade Hassouné Catie
Jade Hassouné Catie

Phase 3

Conversation

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

Story Clark influence
Story Clark influence
Story Clark influence
Story Clark influence
Story Clark influence
Influencers

Julien Sebagg @juliensebbag
Guillaume Sanchez @osanchaise
Louise Ebel @louiseebelpandora

Stéphane @stephane.loubignac

Betty @Thegoodmiam

Mégane @megandcook