Imagine: Ending HIV. It’s Possible. National Campaign

Client Category: Nonprofit

Service Category: Graphic + Web Design; Marketing + Communications Strategy; Photo + Video; Branding; TA and Training;

Impact, in partnership with CAI, led the creative development, strategy, and dissemination for the Imagine: Ending HIV. It’s Possible. national campaign, which aims to inspire the HIV workforce to end the HIV epidemic by reducing the number of new HIV infections by 90% by 2030. Under the Ending the HIV Epidemic in the U.S. (EHE) initiative, the materials developed seek to improve staff’s leadership capacity and to support local health department leaders, teams, and partners from the 47 Ryan White HIV/AIDS Program EHE jurisdictions to implement innovative interventions along the HIV care continuum.

We conceptualized the campaign brandmark and overall look and feel, which was later translated to all toolkit materials including fact sheets, talking points, social media graphics, a web banner, email signature, virtual background, and more along with development and execution of a strategic communications plan and promotional placements. Because the assets were customizable templates, jurisdictions used them in creative ways including new staff recruitment. Inviting staff from the jurisdictions to be the faces in the photo shoots lent an authentic quality and demonstrated to individual organizations that they are part of something bigger. One participant remarked, “It meant a lot to see real people be represented and recognized. When we showed the campaign video to our leadership and partner organizations, they were impressed and felt immediately involved.” The animated campaign video has served as a “sizzle” reel to secure leadership buy-in shown during staff team meetings. Impact also developed shareable success story videos featuring three jurisdictions, sharing their innovative HIV interventions. We managed the project’s marketing and communications planning, listserv, and dissemination efforts sharing the campaign with other HIV public health stakeholders. To ensure greater adoption by the 47 Ryan White HIV/AIDS Program EHE jurisdictions, Impact created a “Top 5 Tips on How to Get Started” which includes step-by-step instructions and continues to provide 1:1 TA trainings to any team who needs assistance personalizing their Imagine campaign strategy and dissemination and leveraging the campaign to support their public health efforts.

Factsheet Sample

Social Media Graphic Samples