Designing the Message for More Impact
With a focus on starting a conversation about PrEP geared towards heterosexual women of color, Mégane Simões, Brand and Marketing Associate at Planned Parenthood of Metropolitan Washington, D.C. (PPMW), was looking for lubricant with credible product packaging to spread awareness and information about PrEP. She found exactly what she needed via Say It With A Condom. Since using these custom lube packs, PPMW has increased the effectiveness of their PrEP engagement significantly. Mégane has continued to order the lube packs to keep PPMW’s PrEP initiative going strong.
The Difference Maker
PrEP is a once daily pill that decreases a patient’s risk of HIV by over 90%. Heterosexual women, especially women of color, have long been overlooked in the discussion of HIV reduction initiatives. Custom lubricant was identified as one way to encourage women in the District to seek out PrEP. Condoms have always been a sex conversation starter and the addition of lube packets reaches individuals who are sexually active without condoms.
PPMW’s PrEP initiative increases conversations about HIV within this overlooked demographic. They educate residents about the high risk of HIV in the District to normalize and increase the interest of PrEP. The lifetime risk for HIV diagnosis, the likelihood a person will be diagnosed with HIV during their lifetime, is 1 in 13 for D.C.*, the highest in the U.S. The national average is 1 in 99. Increased use of PrEP is a key strategy to prevent the spread of HIV in the District. Planned Parenthood is seeking new and innovative ways to get the information to the populace.
Taking Charge
Mégane’s role focuses on assuring creative collateral and community marketing outreach meets the brand criteria of Planned Parenthood across the board. She chose our lubricant in order to successfully deliver the message to their target audience in an effective and engaging way.
“I am always breaking down reproductive health information in a user friendly way to engage a variety of audiences: students, patients, community members, social media followers, and donors. With such a broad audience it’s important to select materials to keep them engaged.”
With Mégane’s guidance, the campaign has given out thousands of lubricant samples, everywhere from concerts to community events. It all goes back to getting people into health centers to get the information they need to make health reproductive health decisions, like getting on PrEP.
Planned Parenthood of Metropolitan Washington, D.C.
Planned Parenthood of Metropolitan Washington, D.C. has been providing high-quality, affordable healthcare, awareness and education to individuals in the Metropolitan Washington, D.C. area for over 80 years. Their experienced and supportive medical staff gives each patient medically accurate and high-quality care, as well as the knowledge and tools to make the decisions that fit their lifestyle.
*CDC 2016 Lifetime Risk of HIV Diagnosis report