The Bell Flower Clinic is a sexual health and wellness clinic supported by the Marion County Public Health Department in Indianapolis, Indiana. They help inform, educate, counsel and stop the spread of STI’s throughout Indy with pamphlets, giveaways at festivals and cheeky ads that run on Grindr and Jack’d.
It’s That Simple
In 2022, Bell Flower Clinic set out to boost the use of PrEP—an HIV prevention method that’s over 99% effective but used by only about 20% of people who could benefit from it. At the time, most PrEP advertising in the Midwest lacked a sex-positive approach and avoided addressing the simple truth: people want to enjoy an active sex life while staying protected from HIV.
BFC needed a bold, straightforward campaign to spread the word about preventing HIV—or at least, not dying from it. So, we developed a playful, pictogram-style campaign that made it clear: PrEP lets you keep doing what you’re already doing—just safely.
Our Grindr ad achieved an impressive 12.43% click-through rate, while the overall campaign drove 50,000 additional website visits in just two months. It also won multiple Shorty Awards in Los Angeles—beating out both Kevin Bacon and Barbie—and may be the only campaign, at least that I’ve worked on, to feature a candy bar as part of its marketing efforts.
