The target audience consists of anyone who could benefit from healthier sex. Particularly people who may be at risk for HIV & STIs. This includes young African-American and Hispanic men who have sex with men, transgender women, and serodiscordant couples.

TRUVADA for PrEP is the first drug approved to prevent HIV transmission. “PrEP” is the medicine's indication – Pre Exposure Prophylaxis. As Truvada is the only approved medication for PrEP, any references to it in Healthysexual need to be as part of a larger sexual health conversation.

Healthysexual brings “health” and “sex” together to make a new word and a new way to be in the world. It’s about what you do to be proactive about your sexual health; not how you are or what you like to do in the bedroom.

It’s sexual health that empowers individuals to take control and know their prevention options including medicines like PrEP. It’s a reimagining of ‘safe sex’ to be more positive and inclusive of the prevention options we have now.

Healthysexual breaks through the anxiety and stigma that prevents people from taking effective action. It is a fun, inclusive, and sex-positive campaign that promotes awareness and healthy sex.

Healthysexual was created to help people take action—to help them develop healthier sexual behaviors. And it’s meant to reach people where they are, in the way they communicate.

We’ve created a series of scenarios representing our target audiences in Healthysexual situations. They present broad “cornerstone” sex-positive messaging around topics like testing, prevention, and communication.

At launch, executions lived in print, online advertising, video (e.g. Youtube pre-roll), and other paid media (banner ads and paid search). Exciting and engaging creative drives to deeper online content.

Social content is much more goal-oriented. We have the space to dive deeper into specific topics and big ideas and offer practical, actionable advice on discrete issues. Making this information sharable helps Healthysexual extend its reach and impact. Our initial entries into the social space are in Snapchat and Tumblr.

A common voice, color palette, and goal unify these elements into a well-defined brand.

Paid media promotions have driven over 203 million digital impressions resulting in 1,096,018 visits to the Healthysexual Tumblr page. Healthysexual Tumblr posts have been seen over 44 million times (44,761,611 impressions) and the page has 22,693 followers.

Our messages are drawing strong positive reactions with our audience:

? “Healthysexual is giving me more information and advice than the Oklahoma public school sex ed ever did.”

? “Another important message from HS”

? “This appeared on my dash and must be shared”

? “Yass”

? “I don’t even care that this is an ad. I love the GIF.”

? “LGBTH (lesbian, gay, bi, trans and healthy)”

Articles: http://bit.ly/2oQuSaG

Organization reblogs:

? http://bit.ly/2o9xp02

? http://bit.ly/2oPvRas

Many are going further by becoming Healthysexual advocates with campaign posts receiving over 70,000 reblogs (70,458) and multiple messages going ‘viral’ by receiving over 9 generations for sharing.

The Healthysexual Integrated Campaign is as diverse as our audience, with an approach flexible enough to cater to different sexual health motivations, preferences, and desires.

The campaign and ads feature diverse models and sexual scenarios that highlight Healthysexual behaviors, while Tumblr provides bite-sized educational and motivational content that’s irreverent, fun, and immensely sharable.

Lastly, online media meets our audience where they already are – from display ads and text notifications in popular dating apps like Grindr, to Snapchat story takeovers on relevant awareness days like Trans Day of Visibility.

There is a dearth of action-oriented, relevant, and empowering content around sexual health so, we created a sex-positive, inclusive campaign that educated and empowered our audience to take control of their sexual health.

We used the Fogg Behavior Model as a framework, which shows us that there’s a relationship between motivation and ability and, when it’s properly triggered, behaviors can be modified.

We leveraged core motivators like pleasure, hope, and social acceptance. We also established our audience’s ability for change. Finally, we paired that with a trigger: a spark that hits on a core motivator, actionable content that facilitates behavior change, or a signal, which serves as a reminder when the ability and motivation are already there.

We met our audience where they are online, presenting them with informative content that encouraged a positive conversation around sexual health and simplified the journey to becoming healthier… and having better sex.

HIV has perpetuated the stigma around sex that has limited frank discussion of sexual health for too long. With a lack of empowering, practical and relevant education on sexual health, many people remain anxious, uninformed and insecure when it comes to preventing HIV and other STIs. And over the past decade, those HIV prevention options have expanded, to include prevention medicines like PrEP. Finding accurate and helpful information about your sexual health and HIV prevention options should not be the maze that it is today for many people.

Healthysexual was created to help people feel confident and take action.

Our objectives were to:

? Empower people to take charge of their sexual health

? Facilitate conversations about sexual health between patients and providers

? Increase communication between sexual partners

? Encourage STI and HIV testing

? Create awareness of prevention options, including PrEP