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On May 22, Zer0 to 5ive was awarded the PRSA-NY Big Apple Honorable Mention Award for the National “OraQuick HIV Testing Day: Generating Awareness for a New OTC HIV Test” campaign. The campaign promotes the OraQuick In-Home HIV Test, targeting African American women.

The Big Apple Awards are the gold standard of excellence for PR practitioners in the New York area. Big Apple Awards and Big Apple Honorable Mentions are awarded in more than 45 categories.

The Challenge

The OraQuick® In-Home HIV Test by OraSure Technologies is the first and only in-home rapid HIV test in the U.S. Launched late in 2012 with a broad national PR campaign, the test received substantial coverage at launch, but then visibility dropped, and six months later OraSure was looking for a new initiative to build back momentum within its key target audiences.

The Strategy

Zer0 to 5ive recommended using National HIV Testing Day (NHTD), an annual day in June focused on HIV testing, as the platform to generate awareness and buzz around the new test. While OraSure regularly supported this day, NHTD 2013 marked a significant milestone in HIV testing – for the first time, an in-home rapid HIV test was available in stores across the nation. For greatest impact, the event would focus on one target audience that was among the most at risk for HIV – African American women.

The Impact

NHTD 2013 comprised a two-day targeted media blitz that resulted in 21 interviews, 81M+ media impressions and increased sales of the OTC test. The event was supported by a press release, celebrity media tours, original consumer research and aggressive media/social media outreach.

Take a look at some of the coverage Zer0 to 5ive secured for OraQuick for this campaign in the video below:

Thank you to the OraSure Technologies team for making the campaign a success!

Contact Zer0 to 5ive if you would like us to send you a copy of our two-page submission.