Elastic were commissioned by NHS Lanarkshire in partnership with Terrence Higgins Trust Scotland, to help raise awareness and promote the freely available HIV Self Testing Kit which can now be delivered by post. The brief was to engage with key target groups most at risk within Lanarkshire – raising general awareness around HIV and communicating how easy it is to get tested. The target audience was injecting drug users (mainly 30+) and also the general Lanarkshire population and within certain age boundaries.
“Throughout this process we have found Elastic Creative to be responsive, patient and extremely supportive. All staff within Elastic Creative have been readily available, even at short notice, to respond to queries and concerns that may have arisen. They have dealt with our issues, urgent or otherwise, promptly and efficiently and maintained daily contact. We would have no hesitation in working with the Elastic Creative team on future projects should the opportunity arise and would highly recommend them to other organisations.”
Trish Tougher, BBV Networks Manager
Elastic created a social media marketing strategy and campaign that targeted members of the public in the Lanarkshire region which included image and video content delivered over social media networks including Facebook, Instagram, Snapchat and Scruff. The campaign needed to be flexible and inclusive enough to work across all target groups. We achieved this by relaying serious key messages in a way that would get noticed in an otherwise noisy environment. The method of the ‘finger prick’ testing kit led us to the concept of creating ‘finger’ characters to relay these messages in a punchy, non-patronising and attention grabbing way.
The campaign was considered to be highly successful with 138 test kits ordered and used over a 5 week period. By comparison – previously, THT had run a campaign, running over 13 weeks, with 92 test kits ordered.
In terms of raising awareness around the subject we achieved the following top level results: