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.
The Objective
A Fresh Take on Sexual Health Conversations
Our goal was to educate and raise awareness on the risk factors, signs, and symptoms of syphilis and congenital syphilis, with a specific focus on prevention and risk reduction measures. We also needed to provide a comprehensive list of provincial-wide resources for testing sites & treatment options, with an emphasis on the importance of contact tracing measures.
Our Solutions
Sectors + Services
To address the rising syphilis rates in Newfoundland and Labrador, we knew the campaign messaging needed to be communicated clearly, inclusively, and without stigma so that people across the province would feel empowered to take action and access sexual health resources. Our approach began with the insight that sexual health messaging often fails or falls flat when it unintentionally isolates or labels people. To overcome this, we designed a campaign that relied on familiar, everyday household items to represent key sexual health concepts and carry ACNL’s campaign messaging. Images such as hockey sticks, a bucket of popcorn, and a rubik’s cube, among others, allowed us to communicate more complicated sexual health messaging in an open, relatable way.
The campaign’s creative suite included short digital videos, social media assets, traditional collateral, and web content, all directing audiences to a dedicated landing page on ACNL’s website. This page offered resources, including information on syphilis symptoms, prevention, and a province-wide directory of testing locations, making it easy for residents to take immediate action.
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.
The Results
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
We’re dedicated to building smart strategic solutions.
Ready to see what we can do for you?
We’re dedicated to building smart strategic solutions.
Ready to see what we can do for you?