Challenge
The Philippines faces one of the fastest-growing HIV epidemics in Asia-Pacific, with youth accounting for nearly half of all new diagnoses. Pervasive social stigma, privacy fears, and misinformation continuously deter high-risk demographics from accessing available testing and care. To counter rising case projections, the USAID- and PEPFAR-funded EpiC Philippines project required an aggressive strategy for Year 3 of “Free to Be U” to destigmatize HIV services and convert digital engagement into direct clinical appointments.
Solution
Grupo Agatep spearheaded the campaign’s repositioning, developing a comprehensive national brand book to establish a unified, sex-positive visual and tonal identity. The agency combined targeted digital advertising on Meta, TikTok, and Grindr with grassroots activations at high-trust LGBTQIA+ venues and events like Pride PH. To drive direct action, Grupo Agatep integrated QuickRes.org booking links and QR codes across all field touchpoints, digital ads, and earned media features.
Results
The campaign drove substantial online traffic to QuickRes.org, converting the vast majority of visitors into confirmed clinical appointments and linking hundreds of young adults to care. Strategic media outreach generated widespread national press coverage, yielding tens of millions of pesos in PR value. Combined with high-impression digital ads, field activations directly engaged hundreds of thousands of individuals on the ground to deliver lasting public health impact.
