‘Houston I Am Life’ Marketing Update

Click HERE to review the many successes on this exciting campaign. #IamLife

Client

City of Houston – Houston Health Department (CDC-funded initiative)

Role

Campaign Lead | Strategic Communications | Project Management

Challenges

The City of Houston faced the critical need to reduce HIV transmission rates while overcoming long-standing stigma surrounding HIV prevention and PrEP (pre-exposure prophylaxis).
Key challenges included:

Stigma and misinformation about HIV and PrEP, particularly in historically underserved communities.
Low awareness and adoption of PrEP, despite its proven effectiveness (92–99% risk reduction).
The need to humanize public health messaging while meeting strict CDC grant objectives and compliance standards.
Aligning stakeholders across city departments, local clinics, and community organizations with one unified campaign voice.

Strategy & Actions

The “I Am Life” campaign was built around real stories, real people, and real change. It reframed HIV prevention through a lens of identity, empowerment, and joy.

Strategic Actions:

Story-Driven Visual Campaign: Featured authentic narratives of Houstonians who use PrEP, celebrating who they are—not just what they’re preventing.
Multi-Channel Rollout: Combined digital ads, social media, print outreach, community toolkits, and event activations.
Partner Integration: Distributed branded materials through healthcare partners, nonprofit collaborators, and city clinics.
Grant Compliance & Project Management: Oversaw production schedules, coordinated cross-functional approvals, and ensured CDC deliverables were met.
Multilingual Content: Expanded campaign accessibility by producing Spanish-language versions and culturally sensitive adaptations.

Results

150%+ increase in digital engagement across campaign platforms in the first 60 days.
Thousands of impressions generated from targeted social and display ads.
20+ community partners helped co-brand, share, or distribute campaign materials.
Increased clinic traffic and inquiries related to PrEP screenings and education.
Received strong internal feedback from the Houston Health Department and CDC partners, validating the campaign’s effectiveness in driving visibility and awareness.

Why It Stands Out

The “I Am Life” campaign stood out because it went beyond education—it celebrated being. By centering real people, not just statistics or prescriptions, the campaign reclaimed HIV prevention as a conversation about identity, empowerment, and hope. Its strength lay in powerful storytelling, inclusive design, and strategic partnerships that created resonance and reach across Houston communities.