The WA AIDS Council is a non-government organisation committed to the HIV response in Western Australia. Their mission is to minimise the impact and further transmission of HIV, other blood borne viruses and sexually transmissible infections, and to reduce social, legal and policy barriers which prevent access to health information and effective support and prevention services.
In February 2018, the WA AIDS Council engaged Tonic Digital to launch an integrated digital marketing strategy. The organisation’s objective was to increase awareness and engagement of the brand and it’s key messages in alignment with the Department of Health’s service level outcomes. To achieve this, the organisation needed to deploy key messaging throughout WA using advertising that would provide the best return on investment in terms of education, awareness and engagement.
During this test and learn period, it was critical that WA AIDS Council gained valuable data into their priority population audience segments, message resonance, channels and creative performance. These insights achieved would be used as a basis for ongoing campaigns to drive continued improvements month-on-month.
