CAN Community Health
From Stigma to Service with Strategic Behavior-Change Creative
Empowering Health Through Stigma-Shattering Messaging and Behavior-First Outreach
Challenge & Change-Behavior Opportunity
When CAN Community Health—an organization operating 30 clinics across Florida and South Carolina—asked me to drive new patients through their doors, they weren’t just looking for another ad campaign. They needed to dismantle the shame and myths surrounding HIV/AIDS and Hepatitis C testing, and position CAN as the empathetic, go-to hub for prevention, treatment, and education. Having spearheaded FDOH’s statewide “Know Your HIV Status / I Live Fully” movement, I understood that real change springs from human-centered insight, not scare tactics. My mission was to craft creative that sparked action by treating testing as a moment of empowerment, not embarrassment.
I began by leading in-depth persona workshops with current and potential patients—uncovering emotional barriers, logistical fears, and the language that resonates. From there, we developed a warm, uplifting visual system and copy framework that reframes testing as taking control of one’s life and protecting loved ones. Every headline, color choice, and call-to-action was designed to convey trust, remove judgment, and nudge behavior—turning what once felt like a confession into an act of self-care and community strength.
Behavior-First Strategy & Creative Direction
I kicked off the project by convening a series of hands-on workshops with CAN’s leadership, clinic staff, and representative patient groups. We mapped every touchpoint of the testing journey—from the moment someone feels a twinge of worry to the instant they step into a clinic room—identifying the emotional and practical roadblocks that keep people away. Fear of judgment, confusion about confidentiality, long wait times, and simply not knowing where to go emerged as recurring themes. By listening deeply and charting these barriers, we could turn each obstacle into an opportunity to reframe testing as an empowering, life-affirming choice.
Armed with these insights, I distilled the creative strategy into two complementary campaigns. The first, “Get Tested,” speaks to everyone—casting a wide net with approachable language that normalizes routine screening. The second, “PrEP Protects,” zeroes in on those at higher risk, spotlighting Pre-Exposure Prophylaxis as a proactive tool for control and peace of mind. Both executions share the same behavior-change DNA: simple, affirmative calls to action like “Take control of your health,” “Protect the ones you love,” and “Knowledge is power.” By layering these messages across digital and physical channels, we created a unified narrative arc that moves people from awareness to appointment in a single, confidence-building journey.
To ensure every piece of creative felt trustworthy and uplifting, I crafted a visual system built on warm blues—a color known for calm and reliability—punctuated by energetic accent hues that spark curiosity and optimism. Headlines in a friendly, rounded sans-serif typeface reinforce approachability, while generous white space and human-centered imagery convey CAN’s compassion and credibility. Whether someone encounters an ad on their phone, a billboard near a clinic, or a poster in a community center, the consistent palette and tone instantly signal that CAN Community Health isn’t just a medical provider—it’s a partner dedicated to empowering every individual’s proactive health journey.
Omnichannel Execution & Micro-Targeting
I designed a multi-layered media strategy that literally met people where they live, work, and play. First, we leveraged programmatic geo-fencing to serve hyper-relevant ads to smartphone users within a one-mile radius of each CAN clinic—turning casual phone-check moments into opportunities to consider testing. Recognizing that at-risk audiences often use dating apps to connect, we partnered with Grindr, Tinder, and Jack’d to deliver tailored creatives that spoke directly to those users’ needs (“Take control of your health” layered over candid, authentic imagery). By entering their digital spaces with empathy and respect, we normalized testing conversations before anyone even set foot in a clinic.
Simultaneously, we brought CAN’s message into the real world with out-of-home boards in key Sarasota corridors and thoughtfully “took over” lifestyle venues—restaurants, hair salons, and shopping centers—where people already felt comfortable. Each placement featured bespoke creative that resonated with that venue’s patrons: a friendly reminder to “Get tested” on a café wall near lunchtime, or a discreet PrEP call-out on mirror decals in salon restrooms. We collaborated directly with venue owners to ensure the ads felt like a natural extension of their décor, not an intrusive billboard—further reinforcing CAN’s role as a community partner.
To stretch every dollar, we deployed a “month-on, month-off” flighting cadence that kept the brand in rotation without exhausting the budget. During dark months, legacy ads remained in place—garnering bonus impressions and sustained brand presence—so our audience never forgot where to turn for testing or PrEP services. This agile scheduling, combined with real-time performance monitoring, allowed us to reallocate funds toward the highest-engagement channels mid-campaign, ensuring CAN’s compassionate, stigma-busting message stayed top-of-mind at the exact moments people are most open to taking charge of their health.
Impact & Community Empowerment
The results spoke volumes: clinic foot traffic climbed double digits, PrEP inquiries surged, and social buzz around CAN transformed from hushed whispers to open conversations about health and prevention. More importantly, in post-campaign surveys, over 80% of respondents said they felt “welcomed, not judged” by the creative, a clear indicator of stigma reduction. As Creative Director and behavior-change advocate, I’m proud that our work didn’t just move metrics—it shifted mindsets and empowered communities to view testing as a positive step toward wellness, not a source of sham
Creative Credit Notice: All featured work was created by Christopher Coppola during his tenure at Evok Advertising. Full rights remain with Evok Advertising and their respective clients. This site serves solely as a personal showcase of professional contributions.