Bell Flower Clinic
110% increase
in PrEP
consultation
in PrEP
consultation
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Friction: Identity
The way that PrEP had been marketed by pharmaceutical companies was basically G-rated. Despite some hand holding and a mention of HIV, you hardly knew who or what the commercial was for. The ads also tended feature affluent couples. It signaled the drug was expensive and intended for monogamous partners.
Solution
We made a campaign that was much more sex positive and inclusive of the full MSM community. In the MSM community, sex is not a taboo subject. When a company or organization treats it as such, it’s a red flag. It means you care more about what others think than the community itself. We wanted to express that there was no shame in MSM sex and therefore none in taking PrEP.
Digital
Promotional Items
Flirtster
We distributed coasters, that we dubbed Flirtsters, throughout gay bars in Indianapolis. One side could be used to flirt. The other helped keep you safe from HIV.
Pill Box
The PrEP pill that Bell Flower prescribed was a daily pill. As a playful reminder, we created pill boxes with customizable day of the week stickers.
Candy Bar
Let's talk!
Email
Location
325 E. Saint Joseph Street
Indianapolis, IN 46202-3389
Phone
317.423.1745