Gold award for Tiny But Mighty Campaign of the Year
Columbia/Boone County Public Health and Human Services
Campaign: Buck Stigma
Client: Columbia/Boone County Public Health and Human Services
The Columbia/Boone County Public Health and Human Services joined forces with a regional advocacy group to challenge stigmas and make proactive sexual healthcare for transgender individuals a normal part of their lives. The "Buck Stigma" initiative brought targeted public health messaging to residents in Missouri, appearing on platforms such as Grindr, Snapchat and Twitter, among other social media channels.
Healthcare Marketing Impact AwardsMeet the 2023 winners.
The campaign focused on a particularly hard-to-reach demographic, transgender men and women aged 18 to 35 who have sex with men. This group often misses out on essential preventive healthcare services due to stigma and shame, and is at a higher risk of contracting HIV as a result.
The campaign was all about empowerment, using positive, well-informed language. Partnering with North Central Community Advisory Group allowed the health department to get creative with their messaging. Using texts and armed with a $10,000 media budget, the two-month campaign’s message was “We give a buck about your health. You should too.”
During the campaign, there was a 273.2% increase in website traffic to information on preventative HIV services and a 238% surge in tests shipped, according to the health department.
Created by Woodruff, the campaign won gold in Tiny But Mighty for advocacy.