Get Protected LA

A public health campaign to get people to test for syphilis more frequently could be really boring or really fun. We went with fun for this campaign for the LA Country Deptartment of Public Health.

Using bright colors and real-life versions of the emojis we all use, it caught viewers’ attention and helped them learn the importance of getting tested.

The campaign featured many out of home placements, from billboards to bus shelters. The team and I decided to be direct with the copy and let the visuals add nuance.

An eggplant floats on a purple background. An arrow points to a very small spot on the eggplant. Text reads, "Syphilis is easy to miss. Test every 3 months."
An image of a banana with a small spot. Text reads, Big banana emoji, small symptom. Syphilis is easy to miss. Get tested every 3 months.

The outdoor was supported by paid and organic social. We kept the message short and the visuals punchy to help break through viewers’ feeds. It worked: The campaign exceeded expectations for engagement.

Engagement

  • Clicks

    The campaign saw 64,688 clicks

  • Reactions

    9,624 different people reacted

  • Shares

    859 people shared the content

  • Saves

    51 different users saved the content