Prioritizing Sexual Health
ViiV Healthcare Your Know Phase
KTC launched “Know-la,” a campaign for Black women at the 2024 Essence Festival in New Orleans, to raise HIV prevention and sexual health awareness by framing it as self-care.
THE CHALLENGE
ViiV Healthcare has faced a notable challenge in reframing and refocusing HIV prevention and care for Black women. With a multi-day event celebrating Black culture and music approaching in New Orleans, ViiV’s overarching goal was to curate a unique experience for Black women, to emphasize the prioritization of sexual health as a facet of self-care.
THE SOLUTION
KTC launched “Know-la,” an original and distinctive short-run campaign crafted specifically for Black women flocking to the 2024 Essence Festival in New Orleans (“NOLA” for short.) The moniker merged the city’s nickname with the need to “know” their status, and embodied its mission to raise awareness and educate Black women about HIV prevention and sexual health. Know-la was designed to delivered a dynamic and immersive experience that transcended conventional event formats.
Impressions over a 2 week period
Email addresses captured
Unique consumer engagements
Branded premiums distributed
