The central campaign KPI was traffic to the Dried Blood Sport testing service. At July 2019, after visiting the campaign webpage, there were 1083 unique visits to the DBS website and 147 DBS HIV test registrations.
The click-through rate (CTR) was five times the benchmark and traffic to the HIV testing webpage increased by 1001% YOY.
‘Discreet Life’ is an innovative campaign targeting an audience not engaged by contemporary HIV communications. New insights about our hidden target led to an integrated campaign across digital and traditional media that addressed the barriers to HIV testing.
NSW Health