Role: Campaign Strategist
“What Do I Do? A Handbook to Understanding Health & HIV” is a resource by the Human Rights Campaign (HRC)- in collaboration with AIDS United- designed to provide easy-to-read, up-to-date and actionable information about HIV prevention, treatment and care.
HRC was looking to disseminate the information to Black gay/bi men utilizing online communities. For this campaign, 3 digital banner ads were developed and tested to determine appropriate messaging for click-thru, newsletter integration and social media plan to promote the resource.
In honor of National Gay Men’s HIV/AIDS Awareness Day, HRC wanted to conduct a social media campaign to raise awareness of how HIV and AIDS affects gay/bi men, particularly men of color and those in the 13-24 age range—among whom new HIV infections are disproportionately high.
Working with the HIV & Health Equity team at HRC, we worked on cross-promoting blog content highlighting important facts about HIV and AIDS. These blog posts featured guest posts from organizations and leaders within the community fighting against stigma. The campaign also included the daily use of memes of quotes to help promote awareness as part of its #BeInTheKnow campaign. To increase engagement online, I established social media strategy to promote the content and campaign.