Octane Case Study

DC Health: Fight Covid, Fight HIV

Health Communications  |  Digital & Performance Marketing  |  Inclusive Engagement

The Challenge

The COVID-19 outbreak of 2020 raised public awareness of health testing, presenting an opportunity to link the necessity of COVID testing with the necessity of HIV testing. In 2021, Octane created the COVID/HIV campaign to encourage residents to know both their COVID and HIV status through easy, free testing to protect themselves and others while reducing stigma.

Our Approach

Developed within Octane's long-term partnership with DC Health/HIV/AIDS, Hepatitis, and STD Administration (HAHSTA), the campaign linked the two health crises with the creative concept: "Fight Covid. Fight HIV." The integrated approach included creative development, targeted media buys across television, radio, print, and out-of-home/digital.

The Results

HIV testing in Washington D.C. increased significantly during 2022-2023, while new diagnoses in the District declined. As part of Octane's successful 15+ year HAHSTA partnership, the “Fight COVID. Fight HIV.” campaign built awareness and helped advance DC Health’s greater HIV mission.

  • Creation of multiple videos, organic and paid media assets
  • Hub website with 18,000 monthly website visits
  • 300,000+ YouTube views
  • 5,700 monthly social media engagements

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