Case Study: LA County Department of Public Health Bus Bench Campaign

Client: LA County Department of Public Health

Campaign Duration: May 27, 2024 – June 23, 2024

Location: Los Angeles, CA

Advertising Medium: Bus Bench Ads

Objective

The LA County Department of Public Health launched this highly visible bus bench campaign to promote awareness about HIV prevention and PrEP access. The goal was to encourage individuals to take control of their health by providing accessible, reliable information about PrEP (Pre-Exposure Prophylaxis). This initiative aimed to combat stigma, increase health literacy, and drive engagement with GETPREPLA.COM, a resource for obtaining PrEP in Los Angeles County.

By placing advertisements in diverse, high-traffic neighborhoods, the campaign sought to normalize conversations around HIV prevention and promote inclusive healthcare messaging, ensuring that individuals across different demographics felt represented and informed.

Strategy & Execution

The campaign utilized 32 strategically placed bus bench ads in key neighborhoods across Los Angeles to maximize exposure. These locations were selected based on demographic insights, foot traffic, and public transit density, ensuring that the ads reached a broad and relevant audience. Targeted areas included:

• Koreatown – A vibrant, high-density neighborhood with a mix of young professionals and diverse communities.
• Historic South Central – A crucial area for community engagement, with strong local foot traffic.
• MacArthur Park/Westlake – A transit-heavy neighborhood with a diverse population, making it ideal for public health messaging.
• Downtown Los Angeles – A central hub where commuters, workers, and residents intersect daily.
• Vermont Square & Hyde Park – Neighborhoods with strong community ties, ensuring that the message reached a wide range of residents.

Each bus bench ad featured bold, eye-catching visuals with empowering messages about “Protection and Vitality”, reinforcing the importance of HIV prevention while using positive and inclusive imagery. The ads included a scannable QR code leading to GETPREPLA.COM, making it easy for passersby to access more information instantly.

Performance & Impact

This campaign successfully generated mass awareness and engagement, with key performance indicators including:

• Over 500,000 total weekly impressions across all locations.
• High exposure in transit-heavy areas, near health clinics, and in nightlife districts—all relevant to the target demographic.
• Increased website visits and QR code interactions, indicating strong public interest in PrEP access.
• Positive community reception, with social media shares and discussions around the visibility of HIV prevention efforts.

Additionally, the visual diversity in campaign creatives played a crucial role in making individuals from various backgrounds feel represented, fostering trust and encouraging proactive health decisions.

Conclusion

The LA County Department of Public Health’s bus bench campaign successfully amplified awareness around PrEP and HIV prevention, reaching a broad audience through high-impact placements. By combining engaging, informative messaging with strong visuals and strategic locations, the campaign helped break barriers and normalize conversations around public health.

As health-focused advertising continues to evolve, this campaign demonstrated the effectiveness of outdoor media in driving critical awareness and action for life-changing healthcare solutions.