GILEAD SCIENCES: Mapping the HIV/AIDS Epidemic in the U.S.
Despite decades of prevention campaigns, HIV continues to spread in the U.S. In some areas like Washington, D.C., the infection rates rival those seen in the most impoverished nations in Africa where AIDS is a full-blown epidemic.
Having worked with Gilead Sciences for many years, we saw this trend as an opportunity to drive change: what if we could map the disease, county by county, across the country, and help pinpoint where preventative treatment and education might make the biggest impact in stemming the spread of HIV?
Working with the National Minority Quality Forum (NMQF), a non-profit that has mapped other diseases in the U.S., GA presented Gilead with a plan for this ambitious program to develop the country’s first interactive map of HIV/AIDS.
In order to ensure that the data would not be received skeptically within the public health realm, Our firm had spent the previous year working closely with NMQF and state and federal health officials to vet the data, gather critical input and collaborate on how this data might be implemented at the community level.
We officially launched the “AIDS Atlas” in June of 2009, creating MapHIV.org, as the gateway and simple counterpoint to the more complex, extensive interactive national map. The results exceeded all internal and client media targets: over 150,000 visitors to the website and nearly 25 million media impressions were achieved in the span of two weeks.
RESULTS
- Campaign Length: 1 week
- Website Visitors (first week): 96,000
- Opt-In Subscribers: 22,000
- More than 10,000 YouTube views on MapHIV.org since launch
- Total Media Impressions: 24.9M
- Radio: 11.1M
- TV: 4.8M
- Print: 8.9M
- Total Print Publications Reached: 70
- Sabre Award Nomination for 2010 Campaign of the Year