Planned Parenthood Mohawk Hudson (PPMH) is a network of nine health centers in upstate New York. In recent months, the network noticed a drop in sexually transmitted infection (STI) testing procedures, especially among males. PPMH wanted to bolster its presence in its community for sexual healthcare services, specifically STI testing and treatment.
PPMH turned to their current agency of record, Zone 5, for help developing a bold and memorable campaign that would help them own their cause and deliver a strong message. Our challenge was to develop this campaign within modest budget parameters. Knowing the media dollars would be insufficient to create an impact based on strong reach and frequency, we developed a creative-focused approach that would create positive controversy among the press, supported by a strong social media component. The PR and SM had additional support from a modest media buy in broadcast and transit.
The creative strategy worked to disarm patients’ nervousness about STI testing through humor. The direct-to-camera, rapid style of conversation shot in a clinical exam room took comments from a range of actors who each used humorous euphemisms and comments to make the topic of STI testing friendly and approachable. Versions of the creative were deemed too hot for the regional media and that “censorship” helped to fuel the social media and press buzz.
The online videos received instant acclaim from several prominent bloggers in the region, resulting in more than 4,000 unique hits in less than one week. More important, within a period of six weeks from the start of the campaign the client enjoyed significant increases in patient volume compared to adjacent months and the previous year.
May 2012 (compared to May 2011)
- Overall visits system wide increased 3.44%
- New patients system wide increased 17%
- New patients (males) system wide increased 76%