Close-up of smiling man with rainbow eye makeup

Housing Works Healthcare

Sexual health campaigns serving the LGBTQI community of NYC.

Since launching in 2019, Housing Works’ health services have seen a steady rise in new patients, even during COVID lockdown, along with a 4x growth in email subscribers.


New Patients


Email list growth


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.

Housing Works called on HelpGood to raise awareness for their health services with a focus on bringing in new patients in need of PrEP (Pre-Exposure Prophylaxis) and HIV testing.

Our solution

Through a mix of paid social media, influencer campaigns to reach local trans/GNC sex workers, and campaigns on dating apps like Grindr, Scruff, and Jack’d, HelpGood has driven a steady number of new patients to the health clinics, even during COVID lockdowns in NYC. We created a healthcare email list which has grown to 10k, and have used this list to raise awareness for new services like free, at-home HIV testing.

We designed a campaign to meet its audience where they are 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.
Swipe up
A man looks concerned as another man puts a blue glove on his hand.
Text content: #Healthcare can be scary
@housingworks #NY
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
Substance abuse
A person of color's fist raising against a rainbow background.
Text content: 
Community  Logo: Housing Works Community Healthcare

We are 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.