Digital CAMPAIGN + Website
Aids Committee Of Newfoundland and Labrador (ACNL)
With syphilis cases increasing across Newfoundland and Labrador, the AIDS Committee of Newfoundland and Labrador (ACNL) needed a digital campaign that could drive awareness and action. WaterWerks was proud to deliver creative that helped spark important conversations and support prevention efforts.
A Fresh Take on Sexual Health Conversations
A provincial syphilis awareness social media marketing campaign.
The campaign tackled sensitive subject matter with an inclusive, digital-first approach that delivered tailored, tone-adjusted messaging to diverse audiences. The campaign had to reach marginalized groups and regions without adding stigma or singling anyone out. The direction we explored was using everyday objects and reimagining them playfully to promote sexual health, using imagery to sidestep biases around race, gender, sexuality, age, etc. Some visuals are broad and universal, while others carry subtle “if you know, you know” references, striking a balance between accessibility and cultural relevance. This strategy ensured the messaging was handled with care and that the audience was always put first.
Content that resonates
High Website Traffic
The website received a massive increase in traffic, with the Know More, Test More landing page views making up 91% of the total website views during the campaign period
Reaching people where they are
Strong Snapchat Interaction
The Snapchat ad served 854,960 impressions with strong interaction from users profiled as Gamers, Shoppers, and Sports Fans
Above the status quo
Exceeding Standards
The Google Display ads exceeded industry benchmarks by over four times, with a Click Through Rate (CTR) of 2.06% demonstrating that the ad suite effectively cut through display ad fatigue and prompted meaningful engagement
Research that turns good into great
Behind every effective social awareness campaign is a deep understanding of the people it’s meant to reach. We invested time in uncovering the nuances of our audience’s perspectives, needs, and motivations. Through focus groups and surveys, we heard directly from community members, while ACNL and their partners brought valuable expertise and data to the table. Together, these inputs shaped a digital campaign that not only resonated, but truly connected.
A great digital hub can make all the difference.
As part of the digital campaign, an optimized landing page was to be made to house the information about syphilis testing options in the province. It needed to be easy to use and accessible so users could navigate to their closest syphilis testing site.
We also knew that an updated website would have a big impact and would encourage people to explore beyond the landing page. It also allowed us to better track the reach and impact of the Know More, Test More campaign.
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