The Bell Flower Clinic is a sexual health and wellness clinic supported by the Marion County Public Health Department in Indianapolis, Indiana. As part of a government grant, the Clinic set out to increase use of PrEP among the MSM (men who have sex with men) community and slow the spread of HIV in Indianapolis.
PrEP drugs have shown to be 99% effective against the spread of HIV. However, only 20% of people who would benefit from using it do so. Our research showed that part of the reason why was that PrEP was always advertised in very clinical and polished way. It looked like a drug for monogamous couples, and rich ones at that. We wanted to be clear that this drug is meant for the sexually active MSM community at little to no cost. In fact, the less monogamous you are, the more you need to be taking the drug.
So, we went the opposite of clinical with an extremely sex positive campaign. If we were going to make this message magnetic, we couldn’t be shy about it.
The campaign ran in OOH via in-store posters, bus wraps and transit shelters in targeted zip codes around the city, as well on TikTok and dating apps Grindr and Jack'd. Additionally, we extended the campaign with custom giveaways including lube packets, "Nut Buster" candy bars and PrEP pill organizers that allowed recipients to add playful stickers to represent the days of the week, including "Moanday", "Thirstday" and "Splatterday". Over 5,000 bar coasters were distributed to local LGBTQ+ establishments that we dubbed "Flirtsters". One side could be used to flirt while the other could be scanned to get you protected.
The campaign generated a lot of chatter in the public health sector in the Midwest and was featured on CDC.gov as an exemplary campaign for increasing patient engagement. Ads on TikTok drove 7,224 site visits, and the ads on Grindr resulted in an amazing 12.35% CTR. The campaign as a whole drove over 50,000 site visits in Indianapolis in just two months, and the number of Clinic visits and PrEP prescriptions more than doubled.