HOPE AND HELP
marketing strategist on team for PR coursework
- complete campaign plan
- primary and secondary research
- web page prototype
- content creation for the site
Hope & Help is a non-profit organization in Winter Park, Florida that provides healthcare for people living with HIV, and they also offer free testing to anyone. For my class, PR Campaigns, we had to write a full campaign plan for Hope & Help, including all of the elements in P.I.E. (planning, implementation, evaluation). Loads of desktop research, primary research on the target audience, deliverables like a webpage, and identifying KPIs were just a few of the many key elements in this plan.
As this campaign plan started, we couldn't ignore the stigma attached to HIV. On top of that, we had also to consider the stigma associated with injection drug use. We had to learn about the target audience's current attitudes and beliefs and address these barriers throughout the campaign. This campaign topic required deep research and understanding to figure out how to create a campaign people would engage with.