CHICAGO DEPARTMENT OF PUBLIC HEALTH

| MEDICAL/HEALTHCARE

Considering ‘the end’ of the HIV epidemic

Four decades into the HIV epidemic, advocates and medical experts can finally envision the end of new HIV infections. HIV and the Journey Toward Zero, a documentary film series from CDPH and Tessa Films, explores the perspective of Chicagoans on the frontline — long-term survivors, newly diagnosed individuals, advocates, clinicians, researchers and community leaders.

Each installment of the three-part film series featured a unique theme:
Part I: On The Frontlines — Exploring the HIV epidemic from its inception through the eyes of Chicagoans.
Part II: The Legacy — Following the everyday experiences of younger advocates and people living with HIV.
Part III: The Conversation — Reuniting cast members for a series of intergenerational discussions.

The filmmakers intended the series to serve as both an oral history and a long-term tool for continuing the work toward zero new HIV infections. Bigmouth was tasked with aiding in both these goals: Organizing premiere events and marketing each film to engage today’s audiences; and building screening materials and a website to ensure the series lives on.

CLIENT

Chicago Department of Public Health

INDUSTRY

Medical/Healthcare and Film

SERVICES

Campaign strategy
Campaign creative
Identity system
Website
Environmental graphics
Social media + email marketing
Event production + collateral
Educational toolkit + screening materials

CAMPAIGN STRATEGY

Honoring and uplifting the work

The efforts of countless individuals and communities led us to this point in the HIV epidemic, and the film zeroes in on the stories of Chicagoans on the frontlines. A public-facing campaign needed to reflect both this rich history and the experiences of our diverse cast members. It also needed the flexibility to expand into parts two and three of the documentary.

Bigmouth connected with our internal client teams and external partners like Getting to Zero Illinois, whose work centers on achieving zero new HIV infections by 2030. Their perspectives ensured our campaign rang true.

CAMPAIGN CREATIVE

A spirit of courageous celebration

HIV and the Journey Toward Zero reveals aspects of the HIV epidemic that may be inspiring, surprising, and sometimes difficult—all in a context that leads toward empathy and hope. We realized this complex film couldn’t be reflected by a single color, a single emotion—or even a single set of photographs.

We asked our client collaborators to share their target audience, benefits and long-term vision for the film — then, based on those descriptions, the tone our work should capture. The Bigmouth team evoked those emotions throughout various elements of the campaign.

Part I of the central Journey Toward Zero campaign uses a purple-red-blue gradient; we chose yellow-orange tones for Part II to reflect the dawning of the next generation; and for Part III, we brought together the full spectrum of colors. We also created two sets of cast images that capture each person’s playful and serious sides.

WEBSITE

A resource hub for all audiences

The creators envisioned HIV and the Journey Toward Zero as a tool for sparking conversation while educating, invigorating and uniting audiences from all walks of life. We expected viewers to have a wide range of education and experience surrounding the epidemic, and wanted the site to both serve as an accessible resource for all and evolve with each new film.

At launch, the Education & Resources section connected visitors with historical context and modern-day healthcare. As the films became available for streaming, the page evolved into a Join the Journey page, which serves as a long-term hub for hosting film screenings and ongoing HIV activism.

SOCIAL MEDIA

Making a splash through digital channels

The cast and creators were especially eager to share the films with their networks, so our digital marketing materials needed to be just as enthusiastic. We created a dedicated Instagram account, @HIVZero, featuring mini bios of each cast member and updates on film screenings. Email marketing efforts were particularly successful at driving site visitors, newsletter signups and premiere RSVPs.

Email Marketing

Average open rate: 41%

Average click-through rate: 7.3%

GRINDR Campaign

Impressions: 261,000

Do312 Feature

This Chicago-centric website earns an average 730,000 pageviews per month.

90 Day Paid & Organic Social Performance

Impressions: 1.9M

Reach: 666,500

Clicks: 14,328

CPC: $0.27

Tea With Terry Podcast Conversation Series

Cast member Terry Dudley shared his experience as a queer Black man and an HIV survivor and advocate in this intimate YouTube series. In interviews with cast members and fellow HIV advocates, Terry explores crucial themes and topics surrounding the journey to zero new HIV infections.

17 episodes

View this post on Instagram

A post shared by HIV and the Journey Toward Zero (@hivzero)

PREMIERE SCREENINGS

Setting the stage for a big night

Each installment of HIV and the Journey Toward Zero premiered before a live audience, but CDPH wanted to make a big splash for the Part I event. Our printed invitations paired the emotional tone of our campaign with the audience “journey” of the film. At our Hollywood-style premiere, guests and cast members walked the red carpet, backgrounded by official film posters.

The initial screening was held at Chicago’s Malcolm X. College, chosen for its neighborhood location and accessibility to the community. While we initially planned for 200 guests, our successful promotional efforts led to an at-capacity RSVP list of 400. Successive screenings were held at Chicago’s Harris Theater, Howard Brown Health, CALOR and South Side Help Center.

DIGITAL TOOLKIT

A living resource for education and inspiration

The journey toward zero new HIV infections by 2030 continues today, and the filmmakers want the Journey Toward Zero series to serve an important role in that fight. What started as a playbill and discussion guide for Part I evolved into a full digital screening toolkit, including posters; invitation, press release, slideware and signage templates; discussion guides for each film; and a docuseries screening guide. These assets provide everything an organizer needs for hosting a virtual or in-person film screening.

VIEW MORE WORK