Music City Prep

ChallengeHelp a not-for-profit clinic dedicated to eradicating HIV in Nashville expand outside of their established circles while also rebranding their image. SolutionOur goal was to focus on the varying lifestyles of their prospective audiences, as well as their need to highlight privacy, trust and credibility. We developed a series of character profiles based on their audience and built the campaign around the personal reasons these characters would choose what this clinic offers. We also knew this would extend beyond linear television, so the campaign included shorter pieces for use in digital, a longer format option for their website, photography for use in developing their website, and pieces for their social media.ResultsThe client has seen dramatic response to the commercial campaign, with a record number of inquiries received in the first months of airing.