case study - NSW health- POzhealth

NSW HEALTH – POZHEALTH – HIV CAMPAIGN

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The challenge

NSW Health Local Health District were struggling to reach and register people from specific community groups to access a HIV home testing kit. We were tasked with developing and executing a social media campaign to raise awareness and increase the registrations for the HIV home testing kit within these hard to reach community groups.

What we did

Using Facebook targeting and Census data, we identified the 6 small population CALD (Culturally and Linguistically Diverse) groups. We created multi-language videos, designed for social media and to be relevant and accessible for all audiences. We ran a highly targeted targeted Facebook campaign in 4 bursts throughout the year.

Outcomes

  • Campaign exceeded all KPIs by tripled website registrations by converting niche community groups to access a HIV home-testing kit for NSW Health.
  • Within two weeks we achieved over 2000 unique visitors to their registration webpage and converted over 727 registrations.