Respect Yourself, Check Yourself, Protect Yourself, also known as the RCP Movement, is a social marketing campaign
using pop culture to reduce the spread of HIV/AIDS awareness in Florida and increase the number of
first-time testers. The organization needed to more widely distribute its messages to a larger audience
and overcome stigmas related to HIV/AIDS testing by using clever messaging and influencers to
drive first-time testers and lead to an overall reduction of the spread of HIV/AIDS.
- We developed a youth driven, peer led social marketing campaign for HIV/AIDS awareness using relevant
messaging, pop culture, on campus ambassadors, and grassroots marketing to effectively communicate
with the targeted demographic.
- The marketing plan served as blueprint for the messaging campaign, PR strategy, partnership
development, and community outreach.
- RCP chapters were mobilized across college campuses to widely distribute and
promote program messages.
- “Show You Know” concerts were used as a call to action leveraging a free concert as the
incentive to drive first time testers.