Owning My Crown

The PrEP Clinic's Pride Campaign 2023

About the Project:

Raising awareness about PrEP in Toronto’s diverse queer community is crucial for reducing HIV transmission, improving healthcare access, combating stigma, and positively impacting public health. By educating individuals about the benefits of PrEP, we empower them to protect themselves and their partners, leading to a significant reduction in new HIV infections. Improving healthcare access involves informing the community about PrEP availability, encouraging discussions with healthcare providers, and ensuring equitable access to medications and services. Addressing stigma is essential to create a supportive environment where individuals feel comfortable seeking PrEP and disclosing their HIV status without fear of judgment. By promoting PrEP as an effective prevention tool, we enable informed decision-making, safer sexual practices, and better overall well-being within the community. Through education, advocacy, and destigmatization efforts, we can work towards minimizing HIV transmission and building a thriving, inclusive community.

Overview:

Shorty Impact Award Nomination

Featured on
Now Magazine

35% Patient Bookings Increased

840,834 Impressions for online content

Strategy & Execution:

Our strategy involved implementing a multi-faceted plan to generate awareness and understanding of PrEP within Toronto’s diverse queer community. Recognizing the significance of visual representation and personal narratives, we embarked on a project that encompassed creating compelling visuals and hosting a round table discussion featuring local queer individuals from various ethnic backgrounds. The primary objective was to inspire pride and confidence in embracing one’s true self while addressing the challenges faced within families and the broader LGBTQ+ community.

Video Series:

Owning My Crown Series

3 Videos

Coming Out - Part 1

4:53

Coming Out - Part 2

4:55

Challenges in a New City

5:44

Results:

Our campaign not only met but exceeded our objectives. Our series of six videos garnered 208,393 views on YouTube, amplifying our message to a wide audience. This included a reach of 273,556 with 840,834 impressions on our online campaign content. The demand for our in-person services reached maximum capacity with a 35% increase in patient bookings choosing The PrEP Clinic for their care for the month of June. The increased traffic to our landing pages and website demonstrated the effectiveness of our awareness efforts.

Most importantly, this campaign provided a platform for marginalized communities to have their voices heard, and the response was overwhelmingly positive and emotionally impactful. The outpouring of support and engagement has fueled our motivation to continue conducting campaigns of this nature.