Duke Clinical Research Institute: You & Me Healthy

objective

The Mpox virus disproportionately impacts the LGBTQIA+ community, namely gay men. To learn more about the virus and prevent the spread, You & Me Healthy set out to raise national awareness of the risk and encourage members of the LGBTQIA+ population to engage with their health registry and obtain further learnings on community impact.

solution

To reach key targets, the strategy featured robust digital activations on online dating apps targeted to gay men – Grindr, Sniffies, and Adam4Adam. The plan also supported cross-channel touchpoints with Display and Instagram placements to deliver this imperative messaging at scale across the nation.

results

While Display and Instagram were essential to spreading this message to the masses, dating app placements drove exceptional engagement through CTRs well above 2% across the board. Throughout the flight, traffic from our ads supported 600+ new registrations to the health registry.