Minnesota Department of Health
This STI awareness campaign needed some non-traditional thinking
Despite some decline in reported sexually transmitted infections in Minnesota, rates remained near record levels, with stark disparities affecting specific communities. These concerning statistics, particularly with Black males, precipitated the need for a breakthrough campaign with highly-targeted reach.
Brand Strategy >
Brand Development >
Ripple Outreach >
Brand Strategy >
- marketing strategy
- media planning
- outreach strategy
Brand Development >
- campaign concepts
- ad extensions
- marketing collateral
- translations
- digital assets
Ripple Outreach >
- community outreach
- email marketing
- Ripple OutReacher toolkits
- social media content
This STI awareness campaign needed some non-traditional thinking
Despite some decline in reported sexually transmitted infections in Minnesota, rates remained near record levels, with stark disparities affecting specific communities. These concerning statistics, particularly with Black males, precipitated the need for a breakthrough campaign with highly-targeted reach for the Minnesota Department of Health.
Brand Strategy >
Brand Development >
Ripple Outreach >
Brand Strategy >
- marketing strategy
- media planning
- outreach strategy
Brand Development >
- campaign concepts
- ad extensions
- marketing collateral
- translations
- digital assets
Ripple Outreach >
- community outreach
- email marketing
- Ripple OutReacher toolkits
- social media content
Insight
Be bold. Be empowering. Be where gay men go.
Video ads (apps and YouTube)
Solution
The campaign successfully launched with an integrated mix of traditional, digital and community-based outreach tactics.
Outcome
An inclusive brand strategy was enthusiastically embraced by a wide range of private- and public-sector stakeholders. A vibrant brand direction is now well positioned to make a world of difference.
1,578,750
total impressions over 10 weeks
536,674
total impressions from Lavender magazine (print and digital)
1,212,908
Metro area impressions (+36,491 In Duluth)
278,532
total AudioGo impressions and views in metro and Duluth
11,579
total reach on Facebook an d Instagram17,721
total reach in Metro and Duluth
