Denver, CO, March 12, 2015 --(PR.com
)-- Activate Inc., a Denver-based marketing firm specializing in mood marketing and social impact campaigns, snagged a spot among the finalists for a Corporate Social Responsibility award bestowed annually by PR News. Activate landed the nomination in the Cause Branding Campaign category for its Tu Amigo Pepe (Your Friend Pepe) campaign. PR News will announce the winners at the CSR Awards Luncheon March 12 at the National Press Club in Washington, D.C.
“I am so excited we have made the finalist list for the annual PR News CSR Awards,” said Activate President and Founder Pamela Norton-Shelpuk. “Each of the finalists are amazing, and we’re honored to be among them.”
The Tu Amigo Pepe campaign, funded by a grant from the National Institutes of Health to the University of Washington and King County Seattle community, promoted HIV awareness and testing among Latino men. Latinos are three times more likely as non-Latino whites to be diagnosed with HIV, and more than 70 percent of those diagnosed are diagnosed late. The name “Pepe” is a code word to encourage testing and a play on the letter “p,” standing for privacy and protection.
“This campaign was designed to make high-impact prevention possible by reducing the fear of HIV testing,” explained Norton-Shelpuk. “Pepe engaged with Latino men via mobile, social, radio and online channels to help change behaviors and lessen the toll of HIV.”
Pre- and post-campaign surveys revealed the following achievements:
-A 50 percent increase in Latino men who know their HIV status.
-A 30 percent increase in Latino men who can identify a place for HIV testing.
-48 percent of Latino men surveyed requested a home HIV kit, compared to less than 10 percent who were surveyed before the launch of the campaign.
-99 percent of men requesting home HIV kits took the test.
Learn more about the awards and finalists on the PR News website.
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