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. For my class, PR Campaigns, I had to write a full campaign plan for Hope & Help, including all of the elements in P.I.E. (planning, implementation, evaluation). Loads of research, primary research on the target audience, deliverables like a webpage, and KPIs are just a few of the many key elements in this plan.
As this campaign plan was getting started, I couldn't ignore the stigma that's attached to HIV. On top of that, I had to also consider the stigma associated with injection drug use. I had to learn about current attitudes and beliefs my target audience had and address these barriers throughout the campaign. This campaign topic required a lot of research to figure out how I could create a campaign people would engage with.
THE CAMPAIGN PLAN
You can view the whole campaign plan here, or if you'd prefer, you can download the PDF below!
One of the deliverables was a webpage that would be added to Hope & Help's current website, so I designed it to fit into what they currently have.