Revenue Media Group
2025
360 campaign for LGBTQIA+ health clinic
Led visual direction of marketing campaign from concept to execution for a health clinic and cultural institution in the Las Vegas valley
Overview
Zero Shame in My Game.
360 mixed-media campaign promoting The Center LV as the premier healthcare facility for potential patient's PrEP and HIV Care journey. My task was to heighten business awareness through meaningful targeted ad campaigns with curated imagery and language. The channel focus included dating app ads and social media paid ads.
The Impact
This campaign aimed at focusing on authentic lifestyles targeting four main lifestyle demographics most likely to engage with the clinic's HIV Prevention services. The campaign one month after launch drove a 26% increase in website traffic, 14% growth in monthly bookings, and a 9% increase in CTR.
Problem
Targeting the right audience
The Center LV tasked us with a 360 marketing campaign around increasing HIV Prevention through their clinic services and PrEP prescriptions while also targeting a more relevant demographic of ages 18-36. With a new location opening, it was paramount to create awareness for the services they provide. While they focus on queer-friendly healthcare, they did not want to make non-queer audiences feel unwelcome in seeking sexual healthcare with The Center.
Video assets created for Meta Ads targeting younger audiences
Ideation
Exploring concepts and directions
Through several team brainstorms, I created 3 main directions for the campaign based on research conducted with available information on younger demographics seeking healthcare. The biggest issue wasn’t the visual direction itself — it was mewssaging. Younger demographics in the valley typically were under-educated about sexual healthcare offerings and who it's for. One direction exploring this was titled "It's for Everyone", highlighting the clinic's welcoming atmosphere for anyone queer or not.
Exploring different dashboard concepts focused on hierarchy, transaction visibility, and clearer everyday financial workflows.
Testing the outlier of ideas.
The other concept that was team-led was a more subversive, humorous concept to utilize the imagery and pathos of "grandma knows best". This concept included stunt marketing at various queer hotspots around town advertising the clinic. While this concept might gain quick awareness in the short-term, we found this would lead to more confusion rather than connection in audiences we seek to influence in going to the clinic.
Zero Shame in My Game
A brand-forward campaign
The final concept presented and chosen by the clinic board focused on de-stigmatizing the act of seeking healthcare, a great hurdle for younger demographics. The concept titled "Zero Shame in My Game" prirotized representing authentic lifestyles as they are, just as sexual healthcare is a service everyone is entitled to, just like living freely.
Ads made to target specific demographics based on their app usage and preferences
More video bites to support targeted ad content for The Center's website
Lessons
Design rooted in authenticity
This project reinforced how great visuals and direction are only as strong as its messaging. Throughout the process from concept to execution, I explored how imagery, community, and contextual feedback culminated in landing on one clear concept that didn't need to fight for attention. One of the biggest learnings was recognizing how resourceful decisions as the sole designer on the team led to what was a critical jump pad for the The Center LV's new location and gaining new patients.
