Scaling Impact: Impulse Group’s hiv advocacy messaging makeover

After two years of volunteering for an LA-based HIV prevention and advocacy group, I found myself with the marketing director's crown (okay, it was more like a badge, but let's dream big). Armed with nothing but determination and a creative spark, I set out to make HIV prevention as cool as the latest TikTok dance craze - minus the awkward moves.

My secret weapon? A marketing campaign so diverse, it could've starred in its own reality show. We're talking events that rivaled LA's hottest club openings, outdoor ads that made billboards blush, and a website redesign that was basically a digital facelift. I even birthed a blog called "The Pulse" - because nothing says hip like a health-related pun, right? But the real magic happened on social media, where we grew our reach faster than a celebrity's follower count after a scandal - 80% growth and 3.6 million impressions, to be exact. And let's not forget the army of volunteers I recruited and motivated. Think of them as my marketing Avengers, minus the spandex (usually). Together, we turned HIV prevention from a whisper to a shout, proving that with the right message and a dash of creativity, you can make any cause impossible to ignore.

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