I Am Life
campaign – Houston Health Department
Overarching objective
Support increasing the awareness about PrEP, TasP and I AM LIFE campaign and the engagement and likeability of the campaign among our target audiences and stakeholders/influencers.
REGIONAL AWARD RECIPIENT
AAF 10TH DISTRICT 2020 INAUGURAL MOSAIC
AMERICAN ADVERTISING FEDERATION – HOUSTON
ADDY AWARDS
1 SILVER, 4 BRONZE
The Telly Awards
Gold
PR Campaign
Via Multiple Channels Delivered
100,924,933
Impressions
$763,560
Earned media dollars
407,319 Views
HoustonIamLife.com
Houston IAL YouTube channel
60
Media Placements
40+
I am Life® press release pickups
HOUSTON METRO PARTNERSHIP
IAL METRO Bus Cards 950 BUSES
IAL Campaign Placed on Metro Rail Red Line
90,613,402
Impressions
$355,590
Earned media dollars
74% vs 55%
Of respondents are
more familiar with TasP
57%
Say they will seek more PrEP information 13-Point increase
52%
Are likely to seek more information about TasP
Billboards
BILLBOARDS CONTRIBUTED TO A SIGNIFICANT
LIKEABILITY FOR THE IAL CAMPAIGN
1,212,053MM
Impressions
Billboards geofencing and retargeting
14%
Billboard Unprompted Recall
Social media 19% and word-of-mouth 16%
47,705,189
Total Billboard Impressions
$20.255K
in earned media dollars
193,583,201
Total campaign impressions
IAL Delivered
$1,239,498
in earned media dollars
Campaign Results
The I am Life® campaign (1) delivered excellent outcomes relative to our objectives of increasing awareness among our target audiences about PrEP and TasP; (2) directly engaged the target audience; and (3) generated significant media impressions and incremental media dollars across multiple channels. Likewise, due to the success of this campaign, the City of Houston Health Department also selected our agency to develop, produce and execute the first-ever congenital syphilis awareness campaign, “My Prenatal Promise,” targeting and informing expectant mothers about the need to get tested three times for syphilis during their pregnancies to prevent their babies from contracting congenital syphilis.