Helping Black women in Chicago protect themselves from HIV.
Audience research | Segmentation | Messaging | Copywriting
The challenge: Help Black women learn about PrEP as an HIV prevention method.
HIV rates were on the rise among Black women in Chicago.
HIV prevention campaigns overlook Black women.
Historic inequity has led to skepticism toward medical and government institutions.
Existing messaging was fragmented and had confusing information about PrEP accessibility.
Results of psychographic research. Click to enlarge.
Research
Community conversations Organized small-group discussions with women from different neighborhoods to hear real concerns, questions, and preferences for receiving information.
Health care worker interviews Spoke with clinic staff and HIV specialists about common misconceptions patients had, capturing insights to clarify in campaign copy.
Strategy
Empathy-driven messaging Created a tone guide emphasizing warmth, respect, and straightforward language that addressed the unique health challenges facing Black women.
Consistent multichannel framework Planned a cohesive communication approach across bus ads, social media, and an easy-to-navigate landing page for deeper information about PrEP.
Emphasis on building trust Integrated supportive quotes from local advocates and respected community figures to validate the information and reduce skepticism.
Cumbersome website template made the header and subhead even more important. Click to enlarge.
FAQ section and call to action. Click to enlarge.
Action
Landing page overhaul Streamlined web copy, replaced medical jargon with plain language, and highlighted personal stories, making PrEP feel approachable and relevant.
Outreach kits Developed conversation scripts and quick FAQs for churches, beauty salons, and community centers, reflecting real user questions.
Targeted advertising and billboards Coordinated design and placement of brief, visually impactful ads featuring original art of Black women artists from Chicago.
75+
Community leaders felt confident in ability to discuss PrEP naturally
Results
To understand whether the message was resonating, I tracked inquiries about PrEP at Chicago clinics and the HIV hub before and after campaign launch.
Reduced the landing page’s bounce rate by 40% within the first month.
Streamlined page structure and copy led to users locating key information 25% faster.
Black women requested information about PrEP in clinic visits 35% more often after launch.
Lessons learned
Empathetic, community-informed, and consistently branded content is crucial for building trust and ensuring vital information reaches the people who need it most.
Culturally relevant language is paramount for sensitive health topics.
Personal stories and testimonials resonate more strongly than impersonal statistics for driving engagement and dispelling fears.
