Bell Flower Clinic: PrEP Awareness Campaign
The Issue
PrEP is highly effective, but awareness and adoption can be limited by stigma, confusion, discomfort, or the sense that HIV prevention is only relevant to someone else. Bell Flower Clinic needed a campaign that could reduce that friction and make the next step feel clear.
Idea
By pairing prevention with playful, familiar, and culturally fluent language, the campaign made HIV prevention feel less distant and more immediate. The campaign used the repeated structure “Take PrEP. Get ____.” to create a flexible message system that could stretch across executions while keeping the central idea consistent: PrEP prevents HIV. It’s that simple.
My Role
I helped develop the campaign concept, message structure, copy direction, and executional language across campaign materials. The work included campaign messaging, short-form copy, outdoor and transit applications, digital/social concepts, and QR-driven educational pieces designed to move people from awareness to action.
Results
The campaign drove more than 50,000 site visits in Indianapolis in two months. TikTok ads generated 7,224 site visits, Grindr ads delivered a 12.35% click-through rate, and Bell Flower Clinic visits and PrEP prescriptions more than doubled. The campaign also generated attention across the Midwest public-health sector and was featured on CDC.gov as an exemplary campaign for increasing patient engagement.
Bus-side and transit station executions brought the message into public space, using bright color, direct language, and simple benefit framing to make HIV prevention visible and approachable.
Customized chocolate bars and individual packets of personal lubricant were given away at bars where prevention conversations were most relevant.
5000 pill organizers with custom days that tie into the sex-positive campaign.
Placed in bars serving our targeted audience these coasters used humor, innuendo, and double meaning to earn attention in a more playful, risqué context than public-facing work.
A risque ad on TikTok, Grinder and Jack’d sparked conversation and more than 48k site visits.