OraQuick(R) In-Home HIV Test Launches New Targeted Campaign Strategy -- "Life. As we know it.(TM)" Encourages HIV Testing Among High Risk Groups
The "Life. As we know it." campaign takes a bold new strategic approach to reaching consumers most at risk for HIV through the creation and sharing of relevant content designed to engage consumers in a discussion about topics related to love, sex, relationships and sexual health.
Initially, the campaign will reach out to two groups among those at highest risk for HIV – gay men and African American women.
"HIV testing is a challenging subject to address head on with consumers. After a careful analysis of available channels to gain mindshare of our target markets, we've determined that the most effective way to approach the topic is through a broader conversation on relationships, dating and sex, and through the engagement of passionate, trusted community influencers to help us introduce product," said
The campaign will also feature engagement in high profile consumer events, as well as targeted broadcast, outdoor, digital and print advertising through the first half of 2014.
Television host and best-selling author
Mathews debuted on television as a correspondent for "The Tonight Show with
He will be joined throughout the campaign by influential members of the gay community to talk about topics such as sex, love, health and the importance of testing for HIV. OraSure is also proud to be a sponsor of RuPaul's Drag Race – the most watched series on LOGO TV. Working with LOGO, the Company is also developing custom co-branded content that will air on the network. The campaign will also have a very active and visible presence on the ground at Gay Pride events being held in eight major U.S. cities over the next year. Additionally, the campaign will reach gay men in the top 15 markets via out of home advertising (billboards, bus shelters and posters) placed in key neighborhoods such as
To engage the African American community, the "Life. As we know it." campaign will feature a dynamic, timely, new web series that will entertain, inform and engage today's modern African American woman with candid, real talk about life, love and sex. The inviting and uplifting interactive panel conversations will be structured like a talk show and will be hosted by an esteemed trio of celebrity panelists from the community including physician, sex expert and co-host of nationally-syndicated television show The Doctors Dr.
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Dr.
Rachael Ross , a family doctor and sexologist, is a forerunner of groundbreaking discussions surrounding relationships, sex, health, abstinence & comprehensive sex education for teenagers, and most importantly HIV/AIDS prevention. Dr. Rachael tours college campuses to speak, is frequently quoted in Cosmopolitan andSelf Magazine , contributes to several medical publications, is often a featured guest on the nationally syndicated Tom Joyner Morning Show, and just became a co-host on the nationally syndicated television show, The Doctors.
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Demetria L. Lucas , the author of "A Belle inBrooklyn : The Go-to Girl for Advice on Living Your Best Single Life (Atria )", is the creator of the award-winning personal blog ABelleInBrooklyn.com and the founder of Coached By Belle, a boutique life-coaching service. Lucas, chosen as one of Essence.com's "40 Fierce & Fab Under 40", is also a contributing editor for The Root, and is a contributing writer for the websites of The Grio, XO Jane, Essence, Clutch, Vibe Vixen and Uptown.
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Jacque Reid , a veteran journalist with a background in entertainment and news, has interviewed some of the world's most influential and interesting people. Currently, Jacque serves as a daily co-host onNBC's celebrity and lifestyle show, New York Live and is a regular part of the nationally syndicated radio program, The Tom Joyner Morning Show. Reid reports on women and women's issues on her Inside Her Story segments.
The conversations, which will be hosted in conjunction with major events throughout the country, will focus on life, relationships, sexual health and the importance of testing for HIV. Video captured from these conversations, will be featured as a web series on Essence.com and also be housed on a dedicated campaign website.
The web series will kick off with a panel events taking place in October –
The fall schedule of activity will culminate with a panel event and media day, featuring Magic
"Through the use of our OraQuick® In-Home HIV Test, we believe more than 200,000 individuals now know their HIV status," said
The OraQuick® In-Home HIV Test is the first ever in-home rapid HIV test made available directly to consumers. It detects antibodies to both HIV-1 and HIV-2 with an oral swab, providing a safe, effective and confidential in-home testing option with results in as little as 20 minutes. It is available in most national drugstore and mass merchandiser retail outlets nationwide and online at CVS/CVS.com,
To ensure optimal support for individuals using the OraQuick® In-Home HIV Test,
For more information on OraQuick visit OraQuick.com.
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CONTACT: Media Contact:Jennifer Moritz Zer0 to 5ive forOraSure Technologies 917-748-4006 jmoritz@0to5.com Investor Contact:Ron Spair Chief Financial Officer 610-882-1820 investorinfo@orasure.com