Guerrilla Marketing Strategies from Ideation to Execution

HIV Answers needed a national campaign to encourage health seeking behaviors in African American men in America.

Atlanta is home to the most colorful communities in the country. This diversity makes for a vibrant and lively neighborhood scene, but an increasingly difficult landscape to execute an effective marketing campaign. In order to engage with our target audience, I spoke with leaders of the Af-Am gay community for insight.

Ultimately, HIV Answers activated a guerrilla marketing campaign at 75 different locations to build awareness in Atlanta. Among the activations were churches, nightclubs, and public assistances that articulated their support for the gay community.

While subtle, our impressions struck the perfect balance between the privacy and the importance of sexual health.

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