Erase stereotypes about AIDS Rochester, Inc.:AIDS Rochester was perceived as no more than the place to get an HIV test and a possible “death sentence.” In reality it is so much more and can be a very a positive experience. AIDS Rochester is about “Good Health for Gay Men.”Media placements needed to portray vitality so audiences would be willing to visit the center for more than AIDS related health issues.Increase response:The success of this campaign would be judged by the positive community buzz and the increase in center response for health-related information.Cost efficiency:AIDS Rochester is a not-for-profit organization so partnerships with local establishments such as bars, clubs, ad councils, etc. were required to get the best local presence.Impact:Use tools to break through the clutter and provided opportunities for people to respond.Buzz:Rochester has a strong gay-men’s community that did not responding well to past health information efforts. Media needed to work with Creative in a way that would not offend or provide fodder for negative community stereotypes. Media needed to get people talking about and acting on the advertising messages. Reach gay men with a serious message in unexpected, high trafficked predominantly gay establishments: bars, nightclubs, coffee shops, restaurants and trendy city districts. Not only are bars and clubs well trafficked locales, they are also places in time where our audience might be considering engaging in high-risk sexual behavior.

Launch campaign just prior to the annual ImageOut Gay and Lesbian Film Festival. Saturate the festival with a variety of media to introduce ourselves as a major presence in the gay community.

Use a variety of media that convey short, impactful messages in unique ways that led to hotline and URL retention and easy ad recognition. Examples include match books and table tents strategically placed in key bars and night clubs; out of home billboards situated in trendy city sections; cinema advertising; sidewalk messages painted outside bars and other gay men night life establishments; and ads in entertainment sections of city newspapers.The results were as follows:High visibility: One in ten people surveyed mentioned seeing the campaign.High response rate: 250% Web site visitor increase.Positive impressions: 75% of people who attended the events could articulate our message and 100% felt AIDS Rochester has a good community influence. This campaign required complete integration to be successful. With limited funds and resources (under $20,000) and an audience completely desensitized to our message, the creative and the media team had to work very tightly to deliver our message with a fresh voice and reach our target when they were most receptive.Given the minimal dollars, the media team sought to find media outlets willing to donate extra space and resources to promote this health conscious message.

Moreover, the team came together to develop and execute a number of grass roots tactics to further spread the word. Media relations also played an important role in rounding up community media leaders for an “opening night” that launched this effort the day before the ImageOut Gay Film Festival. The team worked as one to address the sensitive issues of HIV and preventative health care in the gay male community. The campaign targeted our audiences reaching them with a message appropriate for the environments the ads were placed in.This campaign is a winner because it accomplished its goals by increasing gay health awareness among our target thereby making Rochester a healthier, better informed community.

This campaign required complete integration to be successful. With limited funds and resources (under $20,000) and an audience completely desensitized to our message, the creative and the media team had to work very tightly to deliver our message with a fresh voice and reach our target when they were most receptive.Given the minimal dollars, the media team sought to find media outlets willing to donate extra space and resources to promote this health conscious message.

Moreover, the team came together to develop and execute a number of grass roots tactics to further spread the word. Media relations also played an important role in rounding up community media leaders for an “opening night” that launched this effort the day before the ImageOut Gay Film Festival.