Advertising for Good: Using Digital Media to Drive Awareness and End the Stigma around HIV/AIDS

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How can you use digital advertising to further your mission? Learn how Whole Whale and Greater Than AIDS were able to meet high-need audiences where they were using digital advertising through Facebook and Google networks and how this helped them raise awareness about the epidemic, inspire conversations within the community, and bring resources to those who need it most. The right strategy could save a life - learn how your organization can use the same tactics and tools to make the most of advertising dollars and create cause campaigns that make a difference.

Health & Medicine

Advertising for Good:
Using Digital Media to Drive Awareness and
End the Stigma around HIV/AIDS
Jennie Anderson, KFF/Greater Than AIDS
George Weiner, Whole Whale

Jennie Anderson
JennieA@kff.org
@GreaterThanAIDS
George Weiner
George@wholewhale.com
@WholeWhale

Contents
• Measuring ‘awareness’
• Case study: Greater Than AIDS
• Tracking online behavior
• Pay to Play Advertising
approach/methodology

Awareness
“We’re lost, but at
least we’re making
great time”
- Leap of Reason

Impact Funnel
Define the layers
and KPIs

Google.com/analytics
● Free
● Web analytics for your website
● Javascript that lives on every page
● Every website codebase can handle this
● Takes less than 30min to install
● Shows what/where/how/when activities on your
website (not so much why)

Choosing Goals
On Social
Impressions
Audience Growth
Interaction
Vanity Metrics
On Website
Search
Quality site traffic
Conversions
Press/word of
mouth/other

Why Pay to Play?
Ability to target demo & geo
•Facebook ads
• Google AdWords Grants
• Other platforms
Top US cities - incidence
of HIV infection*:
1. Miami, FL
2. New Orleans, LA
3. Baton Rouge, LA
4. Jackson, MI
5. Washington, DC
6. Baltimore, MD
7. Memphis, TN
8. Atlanta, GA
9. New York City, NY
10. Jacksonville, FL
*based on 2013 CDC data

Placements
Add + preview placements:
Desktop News Feed
Mobile News Feed
Instagram
Audience Network
Desktop Right Column
Instant Articles
Messenger

Google.com/Nonprofits
Free search network ads
$10k/mo ~ $120k/year

Results
Most importantly…
hundreds of thousands of users engaging with their
HIV/AIDS and PrEP campaigns.

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