UTAH DEPARTMENT OF HEALTH AND HUMAN SERVICES | HIV AWARENESS
Humanizing HIV
How do you break the stigma around HIV? And in a state that had never run an awareness campaign for the cause until 2020? The “H is for Human” campaign—run in partnership with the Utah Department of Health and Human Services—not only shifted the narrative around HIV but also contributed to a 6.5% increase in familiarity with HIV as a public health issue.
For this unprecedented campaign, we knew we needed a message that would challenge deep-rooted stigmas, encourage open conversations, and drive meaningful action.
6.5% INCREASE
in familiarity with HIV as a public health issue
The “H is for Human” campaign, which ran from 2020 to 2022, was designed to tackle HIV prejudice head-on. Our creative and media teams developed a compelling statewide advertising campaign and comprehensive resource website, HIVandMe.com.
LIFT IN 9 OF 12 KEY KNOWLEDGE AREAS
around commonly misunderstood facts and fictions related to HIV
Our success was rooted in our creative and strategic approach. Featuring abstract close-up photography of humans in various relationships, paired with simple, impactful headlines like “H is for Human” and “A Diagnosis Doesn’t Define You,” the campaign humanized HIV and challenged existing misconceptions. This messaging proved effective, leading to a measurable lift in 9 of 12 key knowledge areas around commonly misunderstood facts and fictions related to HIV.
52.3 MILLION
digital impressions
The campaign, which targeted both English- and Spanish-speaking audiences, provided critical information and resources to at-risk groups about prevention, testing, and access to treatment. Working closely with the Utah Department of Health and Human Services, we produced various creative materials, including billboards, web banners, bus boards, programmatic display and pre-roll ads, social media, and TV ads. We wanted to ensure broad reach across the state and engagement across multiple platforms. The campaign’s second phase introduced testimonials, adding a personal, relatable layer that resonated deeply with the audience.
> 42,400 PAGE VIEWS
to key conversion points.
The impact was clear—digital efforts alone delivered over 52.3 million impressions, driving more than 42,400 pageviews to key conversion points on the website, such as “learn more” and
“find a clinic.”
The “H is for Human” campaign not only shifted public perception but also made a tangible difference in the lives of Utahns. Through creative storytelling with strategic media placement, we effectively humanized HIV, increased awareness, and encouraged more people to get tested as well as seek prevention and treatment.
