SEXUAL AWARENESS PR CAMPAIGN

PREMISSES

In today’s world, access to quality healthcare services is critically important, especially in the field of HIV/AIDS prevention. The Help24 TeleHealth and TWIN projects from the International Charitable Foundation “Alliance for Public Health” have become an innovative solution for providing free online consultations and testing.

Help24 TeleHealth is literally the first full-fledged online clinic for people living with HIV/AIDS or at risk of infection. TWIN is a platform where artificial intelligence helps you with things that are difficult to tell adults.

TASKS

So, the product is innovative, but the world still needs to learn about it. Our key task was to attract the attention of key audience groups to these services through influencer marketing, collaboration with bloggers, and opinion leaders.

GOALS

1. Promoting the Help24 TeleHealth and TWIIN platforms among Ukrainians.
2. Encouraging users to register on online platforms.
3. Raising awareness of the free medical and counseling services they provide.

DECISION

PR CAMPAIGN

Influencers from various categories were selected: doctors, popular bloggers, and HIV/AIDS prevention specialists. The main focus was on the authenticity of the content and its relevance to the target audience.

IMPLEMENTATION

1. Developing a target base of influencers.
2. Analyzing their audience and signing contracts.
3. Developing technical specifications.
4. Promoting the topic (raising awareness of health issues and the need for prevention).
5. Demonstrating the platform through personal experience or instructions for use.
6. Using direct links to websites.
7. Content and messages

FOR HELP24 TELEHEALTH

FOR TWIIN

RESULTS

Total number of story views in both campaigns: ≈350,000 active audience

Average CTR of transitions: 5-10%.

Cost of attracting 1 user – optimized through preliminary analysis of blogger effectiveness.

CONCLUSIONS

The PR campaign for Help24 TeleHealth and TWIIN raised awareness among selected target groups. The use of blogger content not only conveyed information about the services, but also attracted new users who needed free medical consultations.

The project became an excellent example of how socially significant initiatives can be scaled up thanks to modern marketing tools.