Positive East are the largest HIV charity in London. But despite helping over 35,000 people every year, they struggle to reach out to people near their HIV testing sites.
We gave people a reason to visit Positive East by playing the hottest game of the year. Pokémon Go. After creating our own version of a pokéstop (The HIV Stop) we positioned it at pokéstops around Positive East’s testing sites. By adding lure modules to that location in the game, Pokémon Go players found us. And while they stopped to catch Pokémon, they also stopped to talk about HIV. This idea helped Positive East to reach a completely new audience in an impactful way with the reaction footage used to create their HIV testing week launch video.