November 10, 2011
VANCOUVER, BC – Vancouver Coastal Health, Providence Health Care and FCV Interactive have joined forces to launch a digital campaign to promote routine HIV testing. Under the STOP-HIV initiative, www.itsdifferentnow.org takes a giant step forward in moving health care outreach initiatives into the digital and social space with a modern, provocative and edgy approach. The campaign marks a significant shift in how health care organizations use digital media to generate a greater impact and return on investment over traditional media, and facilitates a more efficient and measureable use of public funds directed towards health care outreach and marketing programs.
The “It’s Different Now” brand identity and campaign activation framework, developed by FCV, incorporates bus shelter ads, a guerrilla poster campaign, a digital marketing campaign website and social media outreach to build awareness around the importance of routine HIV testing. The website delivers a number of videos of well-known researchers, field workers, practitioners, and people living with HIV to communicate the importance of early detection, highlighting advances in HIV research and elevating the HIV dialog beyond traditional misconceptions.
“The eye-catching ads are compelling, purposefully abstract and don’t mention HIV or testing. This is a different approach for our health organization. Many people think that HIV testing is not for them. We hope that the ads will lead people to the website, www.itsdifferentnow.org, to learn why an HIV test today is part of good preventive care for all adults,” said Dr. Patricia Daly, Chief Medical Health Officer and the Vice-President, Public Health at Vancouver Coastal Health.
“The feedback on the campaign has so far been overwhelming,” said Johann Starke, President & CEO at FCV. “People are really getting it, and from early on we have been seeing individuals take real ownership in sharing and shaping the message online.”
FCV developed all assets, including the brand identity, technical platform, online and print design, and social media strategy. "It was an outstanding collaboration from a team with fresh, original ideas who are more than able to work with complex systems and complex messages. FCV exceeded expectations at every step; from initial bid to final launch, everything was polished, professional and fast, from a team who love their work and clearly shared our passion,” said Scott Harrison, Program Director, Urban Health, HIV/AIDS at Providence Health Care.
VCH is responsible for the delivery of $2.9 billion in community, hospital and residential care to more than one million people in communities including Richmond, Vancouver, the North Shore, Sunshine Coast, Sea to Sky corridor, Powell River, Bella Bella and Bella Coola.
Providence Health Care is one of Canada's largest faith-based health care organizations, operating 16 health care facilities in Greater Vancouver. PHC operates one of two adult academic health science centres in the province, performs cutting-edge research in more than 30 clinical specialties, and focuses its services on six "populations of emphasis": cardio-pulmonary risks and illnesses, HIV/AIDS, mental health, renal risks and illness, specialized needs in aging and urban health and is home to the B.C. Centre for Excellence in HIV/AIDS.
FCV Interactive is the user-focused transformation agency. Every day, we redesign organizations and create digital services that people love. With over a decade of expertise working with public and private sector clients, we deliver experiences that make life better. To learn more, visit fcvinteractive.com.
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