Brand the Housing Opportunities for Persons with AIDS (HOPWA) program and implement a multiyear statewide advertising campaign to help meet the housing needs of Floridians living with HIV/AIDS.
Services Provided
Action Plan
- Conduct research through an online survey with organizations and agencies that receive state HOPWA program funds to deliver housing services at the local level
- Use research findings to create a brand identity for HOPWA under the Florida Department of Health
- Design advertising creative for print, social media, video, audio and digital media placements to educate potential program participants
- Produce video PSAs and feature testimonials of people who have benefited from the HOPWA program
- Implement a multiyear, multilingual public education advertising campaign to elevate awareness of the program
Results
- Branded the HOPWA program (“Housing for Better Health”) and produced a consumer-focused narrative that explains how it works and how Floridians living with HIV/AIDS and their caregivers can qualify
- Produced 22 video PSAs over a two-year period, which featured custom brand elements, interviews with HOPWA clients and providers, motion graphics animation and professional actors
- From June 2020 to June 2022, more than 269 million display ad impressions and over 762,000 clicks were achieved as a result of the advertising campaign. More than 85 million video ad starts, 57 million completes, 50 million impressions and 33,000 clicks were also earned
- From June 2020 to June 2022, more than 396,000 users visited the program’s website and, during the same period, program providers reported an increase in monthly calls from potential program recipients
.png)
