Case Study 2: A New Brand Connecting People with HIV to Care. Mission: Communicate! newsletter, September 14, 2010

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THE ART OF THE POSSIBLE September 14, 2010
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    A New Brand Connecting People with HIV to Care

    Reference: Jim Nelson, Executive Director, Illinois Public Health Association, email, 217-522-5687

    The Illinois Public Health Association came to Valek & Co. with a branding challenge. Could we create a common identity for eight Illinois regional offices that were providing medical case management and other services for people living with HIV?

    The answer was Illinois HIV Care Connect. Valek & Co. created the name and graphic identity, as well as a Web site and collateral materials. Now, the statewide network is portrayed as a "one-stop shop" rather than eight separate organizations.

    Valek & Co. also implemented a statewide media relations campaign to announce the new outreach initiative.

    Our total budget for all work, including achieving buy-in from the eight regional offices, was $36,000.

    The communication resulted in more than 5,000 Web site hits within the first three months after launch and more than 20,000 hits after the first year. This increased awareness has led to more people enrolling in Illinois HIV Care Connect, which provides medical case management to all HIV+ individuals at no charge, as well as other health care services to those meeting eligibility requirements.

    Today, the Web site is seen as a state and national model on how to effectively communicate information about HIV treatment.


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