STI Brand Messaging for
Clinicians and Patients

A conversation about sexually transmitted infections is almost always challenging, for clinicians and patients alike. To promote Hologic's industry-leading line of test assays, Jacobs Creative Group was tasked with developing a bold, no-nonsense communications strategy that would reinforce with both audiences the importance of accurate and efficient testing for STI detection. The core concept centered on the word "Know.", with headlines crafted around it to target the clinician ("Know. Because it affects more than they know.") and patients ("Know. Because it affects more than you know.").

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