Ross Purves Marketing

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Ross Purves Marketing

Africa advocacy foundation

Reaching Communities Through Targeted Digital Advertising

Africa Advocacy Foundation approached me to develop and deliver the paid media strategy for PrEP and Prejudice, a public health campaign designed to raise awareness of HIV prevention within Black communities across South London. Working across Google Ads, Meta and Grindr, I developed a targeted advertising strategy that ensured campaign messaging reached priority audiences across South London.

results

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London boroughs reached
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The challenge

Africa Advocacy Foundation had been commissioned to deliver a public health campaign promoting PrEP, a highly effective medication that prevents HIV. The campaign sought to tackle stigma, challenge misconceptions and increase awareness among Black communities across the London boroughs of Lewisham, Lambeth and Southwark.

The challenge was to develop a highly targeted paid media strategy that reached the right audiences, in the right locations and through the most effective digital channels. With a modest campaign budget, every pound of advertising spend needed to maximise awareness, engagement and campaign impact.

The solution

I took a targeted, multi-channel approach, combining audience insight, geographic targeting and platform-specific advertising to reach priority communities within a modest campaign budget. Campaign performance was monitored throughout the campaign, allowing spend, targeting and creative to be refined based on performance data. 

Paid Media Strategy

  • Developed a targeted paid media strategy across Google Ads, Meta and Grindr.
  • Identified the most effective channels and audience segments to maximise campaign reach.

Audience Targeting

  • Built location-based campaigns focused on Lewisham, Lambeth and Southwark.
  • Combined geographic targeting, platform selection and tailored messaging to increase awareness of PrEP among Black communities in the campaign’s priority locations.

Campaign Optimisation and Reporting

  • Monitored campaign performance through monthly reporting and analytics.
  • Compared channel performance, audience engagement and campaign metrics to identify trends and opportunities.
  • Used performance insights to optimise targeting, budgets and creative, ensuring the campaign delivered the greatest possible impact within a modest budget.

The results

The campaign successfully reached its target audiences across Lewisham, Lambeth and Southwark, generating more than 30,000 impressions and 5,000 clicks through a highly targeted paid media strategy. By combining Google Ads, Meta and Grindr, the campaign maximised awareness of PrEP within priority communities while supporting Africa Advocacy Foundation’s wider objective of reducing HIV stigma and increasing awareness of HIV prevention.

What this project demonstrates

This project demonstrated that successful paid media is about more than generating clicks. By combining audience insight, platform-specific targeting and continuous optimisation, digital advertising can become a powerful tool for increasing awareness, changing perceptions and connecting people with vital public health services.

Location

London, UK

Duration

2023 – present

Industry

Charity Healthcare Third-Sector

Services used

Digital Advertising Digital Strategy PPC

Technologies

Facebook Google Analytics Instagram Meta Ads

Website

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Testimonials

What the client said

Juddy Otti-Olunga
  • Organisation: Africa Advocacy Foundation
  • Role: Head of HIV Services

Ross played a pivotal role in shaping Africa Advocacy Foundation’s digital campaign strategy and refining our targeting approach, ensuring we reached the right audience and achieved our KPIs.

He is diligent, committed, and has a sharp eye for detail — qualities that made a real difference to the success of our campaign.

Thanks to his expertise, our campaign delivered excellent results, and we are already looking to commission him for another project.

  • Via LinkedIn

Have a similar challenge?

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