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State campaign expands to include older LGBTQ men; paid ads drove tens of thousands to resource site
Summary
Moore Advertising and Department of Public Health staff reported results from the 'Care That Fits You' campaign, including 13 million impressions, about 51,000 clicks and roughly 18,000 site visitors; the campaign has expanded outreach to people 50 and older and will recruit diverse participants for follow‑up research.
Marketing vendors and state public‑health partners updated the commission on a public‑health campaign aimed at gay, bisexual and other men who have sex with men; the work has been broadened to include older adults.
Tiffany Chen, senior account manager at Moore Advertising, said the CareThatFitsYou.org campaign—created with the Department of Public Health—ran a paid media push last fall that generated more than 13,000,000 impressions, approximately 51,000 clicks to the campaign website and about 18,000 unique site visitors. Chen said average on‑site time ranged from about 28 seconds to 1 minute, 23 seconds—well above typical benchmarks.
The campaign originally targeted cisgender men ages 18–40 for HIV and STI prevention information. Following input from commission members, the team ran a focused ad set and new creative to reach people 50 and older, using new photography that depicts older couples and multigenerational groups. The team also placed ads on dating apps, which they reported drove highly engaged traffic to the site.
Moore Advertising said it will recruit participants for key‑informant interviews to expand the program’s reach and substance. The research opportunity carries a $150 stipend for participants; Moore said the interviewer will be someone with lived experience and ties to LGBTQ communities to promote culturally appropriate engagement.
Why it matters: The campaign aims to normalize sexual‑health care as part of self‑care across age groups and to improve connections to testing, PrEP and hepatitis services. Moore also said it had added site language about Medicare coverage and made Spanish content available on select campaign pages for prior vaccination outreach.
Next steps: The team plans a broader relaunch to encompass ages 18+ with multigenerational creative, continued outreach in Spanish where appropriate, and further research to tailor messages for transgender, nonbinary and Spanish‑speaking audiences.
