Close-up of smiling man with rainbow eye makeup

Housing Works Healthcare

Sexual health campaigns serving the LGBTQI community of NYC.

With support from HelpGood, Housing Works’ health services saw a steady rise in new patients, even during COVID lockdown, and 4x growth in email subscribers.

1000+

New Patients

4x

Email list growth

18

Influencer engagements

The challenge

Housing Works is a celebrated nonprofit providing comprehensive services to New Yorkers living with HIV/AIDS or at risk of infection—in particular unhoused and low-income communities.

For six years, HelpGood managed an ongoing patient growth campaign to raise awareness for HW’s health services, with a focus on PrEP and HIV testing.

Our solution

Through a mix of paid media on social, influencer campaigns to reach local trans/GNC sex workers, and campaigns on dating apps like Grindr, Scruff, and Jack’d, HelpGood drove a steady number of new patients to health clinics, even during 2020 COVID lockdowns in NYC. We grew HW’s healthcare email list, then used it to raise awareness for new services, like free at-home HIV testing.

The success of this campaign depended on our ability to find HW’s audiences in the right places online and drive awareness of available services for those living with HIV/AIDS or at increased risk. We optimized ad placement across social media and relevant MSM dating apps, and enlisted a strong roster of social influencers to leverage their reach and trust.

A man wearing a face mask and using a stethoscope to listen to another man's heartbeat. 
Text content: Doctors who understand you… judgement free
Every appointment made with @housingworks helps New Yorkers in need get access to life saving HIV treatment and prevention services
A man wearing a face mask and using a stethoscope to listen to another man's tongue. 
Text content: …because your boyfriend should be your nurse, NOT your doctor.
@housingworks
Swipe up
A man looks concerned as another man puts a blue glove on his hand.
Text content: #Healthcare can be scary
@housingworks #NY
Sponsored
Doctor wearing a face mask and holding a stethoscope, labeled "@housingworks", gestures toward a chair labeled "You."
Text content: 
Empowering, quality healthcare is available for all New Yorkers.
Primary care
Family Sexual
Behavioral
Substance abuse
A person of color's fist raising against a rainbow background.
Text content: 
Wellness
Pride
Justice
Community  Logo: Housing Works Community Healthcare

We were proud to help Housing Works Healthcare address the sexual health needs of the queer community in NYC – providing care without judgement and regardless of insurance.

Screenshots on an iMac, iPad, iPhone of campaign featuring Smiling man with rainbow eye makeup. 
Text content: 
Happy 2021!  Make your health a priority this year.  Let us help you get PrEP.  Housing Works Logo.

Let’s talk.