MEE was hired by GlaxoSmithKline to develop the branding and marketing strategy for the product launch of the company’s OraSure HIV Testing Kit (now Oraquick HIV test). MEE researched, designed and implemented a media and community campaign in Washington, D.C. and Houston to launch the OraSure HIV Testing Kit and increase the understanding and rate of HIV testing among African-American women and White gay males. The target audiences for this three-phase campaign included both self-motivated testers and those who were in the contemplation stage.
The campaign targeted consumers through mainstream media (radio ads and DJ promotions) and in their communities through peer-to-peer outreach and participation community events (social events, festivals, etc.).