Methods and Strategies Campaign Objective 1. The campaign tagline, Take PrEP & Take Charge, paired Increase awareness about PrEP among with images to represent the four sub-taglines Protect Our the target audience. Future, You Never Know, Show Yourself Some Love, and It’s • 4,752,704 views of in-home campaign (see Table 1) Not Just for Men, are meant to convey messages of self-love, sex positivity, inclusivity, safety, and highlight the reality of Campaign Objective 2. risk. Available in English, Spanish, and Haitian Creole, the Take PrEP & Take Charge campaign features a robust in Drive the target audience to the home digital marketing plan that reaches the target audience endHIVnj.org website. through ads on Facebook and Instagram, Google Display and Search ads, YouTube ads, and programmatic display • Site sessions increased by 18,189% after launch of ads. Every ad placement includes a link to endHIVnj.org, the campaign when comparing April-June and July- the dedicated NJ Ends the HIV Epidemic initiative website, September website usage data, showing that the so women can learn more about PrEP and locate a PrEP audience is taking action to learn more about PrEP for provider. women. To maximize results, in-home digital campaign components • Total Site sessions from April 1-June 30, 2024: 154 were reviewed and tweaked monthly, if necessary, based • Total Site sessions from July 1-September 30, 2024: on the previous month’s performance and best practices. 28,165 Low-performing keywords, search phrases, and creatives • Site sessions have continued increasing each month were removed and/or replaced with more active ones since the campaign’s launch, showing audience for e昀昀iciency. The audience was targeted based on engagement is growing. demographics, geo area, and online search behaviors like • July 2024: 6,602 site sessions interest in dating apps, music & entertainment, health & • August 2024: 8,585 site sessions beauty services/products, food, clothing/fashion, and faith- • September 2024: 12,978 site sessions based activities; however, when necessary, new categories • The campaign webpage, PrEP4women, accounted for were added to increase the pool of prospective audience 96% of site sessions from July 1-September 30. members. • Other pages of the website experienced an increase in site sessions as well (the range of increases is from Results 12% to 1,065%) after the July 1 launch of the campaign, showing that this campaign is driving people to the The campaign is still active; however, the campaign’s website for more information in general. objectives have already been met, as evidenced by early • The in-home campaign’s click-through rates (CTR) reports of the in-home digital component of the campaign’s continue to meet or exceed industry standards. key performance indicators. Evaluation highlights from July Recipients of online ads are clicking on the ads to get to 1- September 30, 2024, include: the website. (See Table 1)