OraQuick launches new targeted campaign strategy
OraSure Technologies, Inc., makers of the OraQuick(R) In-Home HIV Test, announced today the launch of its newly revamped targeted nationwide awareness campaign to encourage open and honest dialogue about sexual health and the importance of learning your HIV status.
The "Life. As we know it." campaign takes a bold new strategic approach to reaching consumers most at risk for HIV through the creation and sharing of relevant content designed to engage consumers in a discussion about topics related to love, sex, relationships and sexual health.
Initially, the campaign will reach out to two groups among those at highest risk for HIV -- gay men and African American women. OraSure has teamed up with powerful and influential voices to reach consumers in these communities through testimonials, interactive panel discussions, sharable discussion guides and informative videos. The campaign will also use leading media properties to communicate with these communities, including LOGO TV and its online properties for the gay community – a network that reaches into over 52 million homes – and Essence, the top-rated media brand for African American women.
"HIV testing is a challenging subject to address head on with consumers. After a careful analysis of available channels to gain mindshare of our target markets, we've determined that the most effective way to approach the topic is through a broader conversation on relationships, dating and sex, and through the engagement of passionate, trusted community influencers to help us introduce
product," said Kathleen Weber, Senior Vice President and General Manager, Consumer Products at OraSure Technologies.
The campaign will also feature engagement in high profile consumer events, as well as targeted broadcast, outdoor, digital and print advertising through the first half of 2014.
Television host and best-selling author Ross Mathews (The Tonight Show, Hello Ross) has teamed with OraSure to kick off the campaign to the gay community which launched on September 27th, in conjunction with National Gay Men's HIV/AIDS Awareness Day.
He will be joined throughout the campaign by influential members of the gay community to talk about topics such as sex, love, health and the importance of testing for HIV. OraSure is also proud to be a sponsor of RuPaul's Drag Race -- the most watched series on LOGO TV.
Working with LOGO, the Company is also developing custom co-branded content that will air on the network. The campaign will also have a very active and visible presence on the ground at Gay Pride events being held in eight major U.S. cities over the next year. Additionally, the campaign will reach gay men in the top 15 markets via out of home advertising (billboards, bus shelters and posters) placed in key neighborhoods such as West Hollywood, South Beach, Miami and the Castro in San Francisco and print advertising in over 40 gay-targeted publications.
"Through the use of our OraQuick(R) In-Home HIV Test, we believe more than 200,000 individuals now know their HIV status," said Douglas A. Michels, President and Chief Executive Officer of OraSure Technologies. "The more we can find ways to start conversations about HIV testing, especially among the communities most impacted by HIV, the better the chance there is to stop the spread of HIV."