NSW Health (MHAHS) - HIV Home Testing Kit

TOPLINE Results

  • Tripled website registrations by converting niche community groups to access a HIV home-testing kit for NSW Health.

  • Within two weeks we achieved over 2000 unique visitors to their registration webpage and converted over 727 registrations.

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Challenge

NSW Health were struggling to reach and register people from specific community groups to access a HIV home testing kit. We were tasked with developing and executing a social media campaign to raise awareness and increase the registrations for the HIV home testing kit within these hard to reach community groups.

strategy

Using Facebook targeting and Census data, we identified the 6 small population CALD (Culturally and Linguistically Diverse) groups. We created multi-language videos, designed for social media and to be relevant and accessible for all audiences. We ran a highly targeted targeted Facebook campaign in 4 bursts throughout the year.

OUTCOMES

  • Campaign exceeded all KPIs and drove social and CALD capabilities within NSW Health

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