"Know More, Test More" Campaign

In response to a significant rise in syphilis cases across Newfoundland and Labrador, the AIDS Committee of Newfoundland and Labrador (ACNL) partnered with us to develop a province-wide awareness campaign aimed at increasing public awareness and understanding of the outbreak and to encourage testing. The campaign directed audiences to a dedicated landing page on ACNL’s website that provided information about syphilis, symptoms, prevention, and a comprehensive list of testing locations and sexual health resources across Newfoundland and Labrador. To address the stigma often associated with sexual health messaging, the creative approach avoided the use of imagery of people or demographic identifiers. Instead, the campaign featured familiar, everyday household items to communicate key messages in a way that felt approachable and accessible to the general public. This strategy reinforced the idea that syphilis can affect anyone to normalize and reframe the act of getting tested. The campaign was deployed primarily through digital channels to ensure reach across the entire province, including rural and remote communities. Behind every effective social awareness campaign is a deep understanding of the people it’s meant to reach. We invested time in uncovering the nuances of our audience’s perspectives, needs, and motivations. Through focus groups and community surveys, we heard directly from community members, while ACNL and their partners brought valuable expertise and data to the table. Together, these inputs shaped a digital campaign that not only resonated, but truly connected. In just five weeks, the campaign received over 2.3 million views and was amplified greatly by community partners in the health and wellness space.