WE LOVE HEALTH!

Most valuable piece of information is that 225 people turned to CAHIV for help during the campaign, while 260 people took part in counseling and testing.

3 min to read
Written by: Marija Margareta Klika

In order of marking the World Aids Day and pointing out the importance of sexual health Croatian Association for HIV and viral hepatitis (CAHIV) launched an educational campaign called VOLIM ZDRAVLJE.

The goals of the campaign were to build awareness of the Volim Zdravlje platform, educate about the importance of sexual health and the overall importance for the general health and well-being as well as to increase the number of followers of Volim Zdravlje social networks.  Primary target on this campaign were Gen Z representatives (18-24 y.o.), while the secondary group were millennials (25-35 y.o.). We based our stragegy on the usage of communication tools and channels that corelate with our target groups.

WORLD AIDS DAY 

The campaign was primarily focused on digital channels, but in order to achieve even bigger reach we also used the traditional media, which we covered using PR tools, while also airing promotional video on national television. The campaign symbolically started a few days before World Aids Day (December 1st) by sending a creative PR package consisting of branded VOLIM ZDRAVLJE face mask and T-shirt, LELO HAX pack of condoms, brochure and personalized letter to influencers whose followere match the profiles of our target groups.

Influencers were happy to support us, through their networks they educated followers to be aware of the importance and preservation of sexual health and reffered them to the VOLIM ZDRAVLJE website and social networks for further help, testing etc. This action was followed by 5 video interview placements conducted by the campain ambassador Ida Prester. They were promoted via YouTube, FB and IG channels with links to www.volimzdravlje.hr

Guests among whom were: Slavko Sobin, Jelena Veljača, Paula Sikirić i Marko Vuletić, CAHIV pshycologist Davor Dubravić and prim. Tatjana Nemeth Blažić, MD., epidemiology specialist, CIPH, spoke about sexually transmitted infections, protection, love and other intimate topics which were very well received by the viewers. In addition, the videos were published on Mixer.hr portal with an accompanying text on the topic that was covered in the video, and the guest themselves, as well as Ida, promoted them through their networks. In order to further encourage the target group to follow Volim Zdravlje IG page we organized 3 creative contests in which followers were able to win creative packages that were also give to influencers.

RESULTS

FB page Volim Zdravlje reached a total of 21.837 people during the campaign, the IG page 59.837 people, while the total number of video views (2 of which were sponsored) on the YouTube channel was 208.721. The highest growth of followers was achieved on the IG profile which recorded a growth of almost 100% and the YouTube channel where the number of subscribers increased by 10 times.

In addition to Ida Prester, who was the ambassador of the campaign, 17 other influencers joined in on the campaign and together they posted 88 free IG stories with a potential reach of 513.070. We generated 35 clippings through traditional channels, including apperances on NOVA TV, HTV and a radio report on Yammat FM, which achieved a potential reach of 4.335.531.

Almost 180.000 visits were made to CAHIV websites and mobile applications with numerous interactive information, counseling, risk assessment, learning and support services.

Finally, the most valuable piece of information is that 225 people turned to CAHIV for help during the campaign, while 260 people took part in counseling and testing.

Highlights

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we love health

WE LOVE HEALTH!

Most valuable piece of information is that 225 people turned to CAHIV for help during the campaign, while 260 people took part in counseling and testing.

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