Prime Access Campaign Targets People With HIV for Crixivan
The campaign, which was launched this month through a Web site and print ads, will run through the end of the year. The campaign has a similar theme to one the agency created for the drug last year, which featured people scaling a mountain. This year, the advertising shows four people reaching the top of a mountain and includes the tag line, "If you're HIV+, Crixivan may help you live a longer, healthier life."
"What we're doing in this campaign is saying that Crixivan turned out to be a powerful and a durable drug. That's why instead of scaling the side of the mountain, as in last year's ad, they're reaching the top." said Howard Buford, Prime Access president and CEO. "The first year, our objective was to communicate a change in attitude as far as HIV diagnosis, but now there has been a change in attitude and there has been more research and we can start making promises of a longer and healthier life because Crixivan is durable."
The print ads include the Web site address and are being placed in magazines such as Ebony, Vibe, Men's Health and GQ.
"We chose these magazines for the reach of the target audience and the efficiency of reaching the target audience," Buford said. "It's a challenge for an agency to come up with a marketing plan for reaching HIV-positive people. It's a group that is heavily gay male and heavily people of color."
Prime Access, New York, specializes in integrated marketing and in targeting urban audiences, such as African-Americans, Latinos and gays and lesbians.