06: Big Creative Concepts

In addition to refining the VALOR brand, we reviewed our audience understanding and insights and identified three emerging themes in the insights. Each lent itself to a unique creative idea. As a result, we distilled the list of originally proposed creative concepts into three creative ideas that formed the basis of our creative agency brief which we tested in market through separate rounds of social media advertising on Facebook.

Conceptual Idea #1: Claim Your Valor

Concept Inspiration

  • Feelings of fear and shame — and courage are part of the human experience.
  • When we imagine doing something that scares us, we think that it requires courage. However, instead of feeling courageous, we often feel fearful, overwhelmed, and immobilized.
  • This can be particularly problematic for men, who experience shame and self-stigma because “men aren’t supposed to be afraid.”

Driving Insight: When I think about getting tested for HIV, I feel fear and I’m overwhelmed and immobilized. Because of that fear, I feel shame because, ‘men aren’t supposed to be afraid’.

Benefit: Feel courageous.

Reason to Believe: VIP Guide offers support and encouragement to conquer your fears.

Example Call to Action: Take the first step to courage – click on this link to chat with a confidential VIP Guide about testing and treatment. 

 

In addition to refining the VALOR brand, we reviewed our audience understanding and insights and identified three emerging themes in the insights. Each lent itself to a unique creative idea. As a result, we distilled the list of originally proposed creative concepts into three creative ideas that formed the basis of our creative agency brief which we tested in market through separate rounds of social media advertising on Facebook.

Conceptual Idea #1: Claim Your Valor

Concept Inspiration

  • Feelings of fear and shame — and courage are part of the human experience.
  • When we imagine doing something that scares us, we think that it requires courage. However, instead of feeling courageous, we often feel fearful, overwhelmed, and immobilized.
  • This can be particularly problematic for men, who experience shame and self-stigma because “men aren’t supposed to be afraid.”

Driving Insight: When I think about getting tested for HIV, I feel fear and I’m overwhelmed and immobilized. Because of that fear, I feel shame because, ‘men aren’t supposed to be afraid’.

Benefit: Feel courageous.

Reason to Believe: VIP Guide offers support and encouragement to conquer your fears.

Example Call to Action: Take the first step to courage – click on this link to chat with a confidential VIP Guide about testing and treatment. 

 

Conceptual Idea #2: Enjoy Life Fully

Concept Inspiration

Men describe a constant feeling of anxiety about HIV that they describe as “being a walking corpse.” They fear they won’t be able to do the things they enjoy most in life if they test positive. When they think about getting tested for HIV, they describe it “a cliff dive” – that their life as they know it will end abruptly if they test positive. They’d rather live with this constant anxiety than experience the “cliff dive” of having their life as they know it end abruptly. However, it doesn’t have to be this way. Breakthrough new treatment (just one pill a day) controls the virus so well that it’s not detectable in testing – and not transmissible to others.

Driving Insight: I live with constant anxiety that I might have HIV – that I might lose the things that I enjoy most about life. But this anxiety is also preventing me from truly enjoying my life.

Benefit: Fully enjoy your life. Examples of “enjoying life” include: going out and drinking with friends, achieving their ambitions at home and work.

Reason to Believe: Breakthrough, easy, life-changing treatment controls the virus so you can truly enjoy your life.

Example Call to Action: Click on this link to chat with a confidential VIP Guide about testing and treatment. 

 

Conceptual Idea #2: Enjoy Life Fully

Concept Inspiration

Men describe a constant feeling of anxiety about HIV that they describe as “being a walking corpse.” They fear they won’t be able to do the things they enjoy most in life if they test positive. When they think about getting tested for HIV, they describe it “a cliff dive” – that their life as they know it will end abruptly if they test positive. They’d rather live with this constant anxiety than experience the “cliff dive” of having their life as they know it end abruptly. However, it doesn’t have to be this way. Breakthrough new treatment (just one pill a day) controls the virus so well that it’s not detectable in testing – and not transmissible to others.

Driving Insight: I live with constant anxiety that I might have HIV – that I might lose the things that I enjoy most about life. But this anxiety is also preventing me from truly enjoying my life.

Benefit: Fully enjoy your life. Examples of “enjoying life” include: going out and drinking with friends, achieving their ambitions at home and work.

Reason to Believe: Breakthrough, easy, life-changing treatment controls the virus so you can truly enjoy your life.

Example Call to Action: Click on this link to chat with a confidential VIP Guide about testing and treatment. 

 

Conceptual Idea #3: Keep what matters

Concept Inspiration

Not only do men fear that they won’t be able to do the things that they enjoy the most, but they also fear that they’ll be abandoned by those they love the most – their romantic partner, their family, their closest friends.

Driving Insight: I know I should get tested for HIV, but I’m afraid that life as I know it will change. I’m worried that I’ll lose the people who mean the most to me.

Benefit: VALOR helps you to be loved – nothing will come between you and your loved ones – not even HIV.

Reason to Believe: Just one pill a day controls the virus so well, you will be able to continue to enjoy your most valued relationships. 

Example Call to Action: Click on this link to chat with a confidential VIP Guide about testing and treatment. 

 

 

Conceptual Idea #3: Keep what matters

Concept Inspiration

Not only do men fear that they won’t be able to do the things that they enjoy the most, but they also fear that they’ll be abandoned by those they love the most – their romantic partner, their family, their closest friends.

Driving Insight: I know I should get tested for HIV, but I’m afraid that life as I know it will change. I’m worried that I’ll lose the people who mean the most to me.

Benefit: VALOR helps you to be loved – nothing will come between you and your loved ones – not even HIV.

Reason to Believe: Just one pill a day controls the virus so well, you will be able to continue to enjoy your most valued relationships. 

Example Call to Action: Click on this link to chat with a confidential VIP Guide about testing and treatment.