HIV STI Awareness Digital Ad Campaign

The Manahan Group LLC (TMG), in partnership with the West Virginia Office of Epidemiology & Prevention Services, developed a statewide digital campaign to raise HIV STI awareness in West Virginia. The campaign aimed to educate high-risk groups on symptoms, testing, and treatment options for HIV and other sexually transmitted infections (STIs).

Reaching Over 466,000 West Virginians

Research showed that more than 466,000 single West Virginians use dating apps. TMG leveraged this insight to create messaging inspired by the CDC and designed custom ads to effectively increase awareness surrounding HIV and STIs in West Virginia.

High-risk Populations Targeted Included:

• Pregnant women
• Men who have sex with men
• Women who have sex with women
• General population using dating apps like Tinder, Grindr, Hinge, Bumble, and others

Smarter Ad Placement for Stronger Impact

TMG ran 3–5 unique ads every two weeks to reduce ad fatigue. Instead of relying on in-app ads that users often ignore, we placed ads on websites frequented by dating app users. This ensured higher visibility and engagement, expanding awareness in West Virginia beyond the apps themselves.

38 Custom Messages. 22.2 Million Impressions. 19,450 Clicks.

Over the course of the year, 38 tailored messages ran on a rotating basis. The campaign delivered:

• 22.2 million ad impressions statewide
• Over 19,450 website click-throughs
• Increased HIV & STI awareness in West Virginia and encouraged preventive action

Learn More or Partner With Us

Read more about HIV and STIs from the Office of Epidemiology & Prevention Services.

Interested in using data-driven media strategies to promote public health? Contact us to see how we can help amplify your message.