F*ck Without Fear

LA LGBT Center: F*ck Without Fear

The Los Angeles LGBT Center is the world’s largest provider of programs and services for lesbian, gay, bisexual and transgender people.

The Challenge

To drive use of PrEP – a lifesaving drug used to prevent the spread of HIV – among young gay/bisexual men of color and transgender women.

The Solution

We launched “F*ck Without Fear,” a sex-positive campaign that commands attention and directly addresses the benefit of taking PrEP, while breaking through the clutter of other prevention messages.

A Bold Response

We engaged with our audiences where they live, socialize, and even hook up, including gay dating apps, a billboard, ads in LGBT publications, events in bars and nightclubs, and social and traditional media. The campaign aligned the PrEP approach with defeating HIV, and directed our audience to the Center where PrEP was available. Every activation incited action. Every message attacked stigma, misconceptions and homophobia head-on using authentic language that sparked a real, thoughtful conversation about PrEP. This campaign was designed exclusively to reach those hardest hit by HIV in LA and ultimately save lives.

Impact

PrEP prescriptions tripled among target audiences.

Within the first three months, PrEPHere.org recorded more than 25,000 page views and 17,000 click throughs to the “PrEP Score” HIV risk assessment tool. Extensive local, national and global media coverage included Associated Press, The Doctors TV show, PerezHilton.com, The Guardian, LGBT publications and major Spanish media outlets, including La Opinion, LA Telemundo and Univision, for a total of 195.5M media impressions in outlets our audiences consume regularly. The campaign also received widespread support from the LGBT community, both locally and globally.

2018 Sabre Award for Best in Consumer Healthcare

5 PRSA-LA Prism Awards, including Best in Show; 2 Silver Anvil Awards for Multicultural and Health Care Services