Risky sexual behaviour has been on the rise for several years with a resulting increase in new HIV infections and other viruses causing STIs.
After 30 years fighting HIV, the Merck – MSD laboratory is now working in partnership with patient organisation HF Prevention to raise its profile in the area of HIV/STI prevention and screening among young people.
The intention is make TUP part of this target segment’s everyday lives. As avid mobile consumers, they require a complete service tailored to their needs and usage patterns.
The idea was to completely overhaul the TUP app to provide France's most comprehensive HIV prevention, sexual health promotion and screening programme, and to create a nationwide campaign to publicise the service among the general public.
As a starting point, we designed a TUP-specific identity to create a sexual health promotion brand that is more than just an app and instantly recognisable to the youngest members of the sexually active population.
To promote the service, we created an extensive communications campaign to attract attention from our target market and encourage downloads.
We deployed TUP on all communication channels – the mobile app, grassroots prevention efforts, awareness campaigns, etc.
The campaign is built around a TV advert, a web animation, a dedicated mini-site, a social media campaign and grassroots action by the patients' association HF Prevention on board the TUP Truck: a mobile screening unit in TUP livery.
We are also orchestrating a communications plan aimed at health professionals, encouraging them to recommend the app to patients.