When life gives you lemons, you’re supposed to make lemonade. The old saying basically tells us to make the best out of a bad situation, but that’s sometimes far easier said than done. Right now, the U.S. is divided over many things, one of which is Donald Trump’s presidency. Several groups and individuals alike feel threatened by his presidency, and are afraid for their rights. However, the Los Angeles LGBT Center, the world’s largest organization for LGBT health and advocacy, is following that old adage by making the most out of what it considers to be a terrible situation.
Whether you’re a fan of Trump or not, you have to admit that LGBT rights are threatened under his presidency. In a surprising turn of events, this threat has caused the L.A. LGBT Center to receive more attention than ever before—it has received more cash donations, interest and volunteers since January than in other years combined. The organization is using this new-found attention as a marketing push to raise awareness.
The L.A. LGBT Center launched a new digital campaign in January called F*uck Without Fear, which is supposed to promote the use of PrEP (pre-exposure prophlaxis). PrEP is designed for people who are at risk of HIV, but don’t yet have it. Unfortunately, PrEP isn’t as popular as it should be. According to Shareen Pathak writing for DigiDay, “The uptake of PrEP has been slow, and especially among the highest-risk group, gay men of color and transgender women under 24, there are misconceptions about efficacy, side-effects and cost.”
Although the election wasn’t the inspiration for the F*uck Without Fear campaign, the L.A. LGBT Center hopes that it will be the catalyst that helps them raise awareness about the importance of PrEP. Since January, the company has put up billboards and created an entire digital campaign encompassing the message of safety.
The organization’s microsite helps gay and bisexual men figure out if they’re candidates for PrEP. There’s also been a massive social media push along with ads on dating apps such as Grindr, Scruff and Hornet. The placement of these ads shows that the organization is well aware of another important marketing strategy—knowing your audience. Since the ads target men under the age of 24, dating apps are the perfect place to raise awareness and place ads. Essentially, with these placements, the company is encouraging dating, but also wants men to be conscientious of safety risks.
According to DigiDay, the number of people who visit the L.A. LGBT Center every month for prescriptions has doubled since January. The L.A. LGBT Center has smart marketing tactics to thank for this influx—between its decision to take advantage of a controversial presidency and its ability to market effectively to its target audience, the Center has proven how influential smart marketing can be.