I want to share a campaign that's a little different from our travel and brand work — but one that I think is equally important, and honestly one of the most meaningful things we do here at Pink Media. This is a case study about reaching the LGBTQ+ community for a healthcare provider — specifically, a clinic network in Kentucky that serves people living with HIV and depends on federal grant funding to do it.
The Client: Matthew 25 AIDS Services, Kentucky
Our client for this campaign was Matthew 25 AIDS Services — a Kentucky-based HIV care clinic operating four regional locations. The Ryan White HIV Care Program has made a genuine difference for the people Matthew 25 serves, and maintaining their RWHAP grant funding is essential to keeping those clinic doors open for the LGBTQ+ community members who depend on them.
The challenge: they needed documented, verifiable LGBTQ+ community outreach that could be submitted with their grant application — proof of active advertising to key populations including gay and bi men, Latinx MSM, and other communities disproportionately affected by HIV. And they needed actual campaign performance, not just paperwork. We built a three-channel geo-targeted program that delivered on both.
The Campaign: Three Channels, One Unified Strategy
We ran all three ad channels simultaneously — not sequentially. That's intentional. LGBTQ+ audiences don't live on one platform, and the overlapping reach of social, mobile, and video creates a reinforcing effect: someone who sees a social ad is more likely to recall and engage with a mobile or YouTube ad they encounter later. Here's how each channel was deployed:
Mobile App Advertising
Geo-targeted full-screen ads on LGBTQ+ mobile platforms — placing Matthew 25's clinic messaging directly in front of gay and bi men in the specific regional service area. Mobile app advertising is consistently one of our highest-performing channels for HIV care and sexual health outreach.
YouTube / Google Ads
Geo-targeted video and display advertising on YouTube and across the Google Display Network — extending reach to LGBTQ+ individuals who may not be using dating or social apps, but who are actively searching for health resources and consuming video content online.
The AI Creative Advantage
One of the things that made this campaign move quickly and efficiently was our use of AI-generated creative assets for targeted demographic needs. Rather than commissioning separate photo shoots for each audience segment, we used AI to generate appropriate visual creative for the specific populations Matthew 25 needed to reach:
We generated targeted visual creative for Latino men, White women, and mature Black men — three of the specific demographic groups included in Matthew 25's RWHAP grant outreach requirements. AI-generated assets enabled fast turnaround, easy updates mid-campaign, and cost-effective production of targeted creative that would have required multiple photo shoots under a traditional production model.
All video ads were also created in-house at Pink Media — enabling quick edits and updates as the campaign progressed, and keeping the overall production budget lean without sacrificing quality or targeting precision.
What We Deliver for Ryan White Grant Applicants
Our goal is to make things as easy as possible for healthcare organizations navigating both the grant requirements and the day-to-day realities of running a clinic. Here's exactly what Pink Media provides as part of an RWHAP-ready outreach campaign:
- Documented LGBTQ+ community outreach — active advertising campaigns that satisfy grant requirements for demonstrating reach and engagement with target populations
- Tear sheets for grant submission — showing Meta ads targeting specific demographics (e.g., Latinx MSM) in specific ZIP codes, formatted for inclusion in your RWHAP application
- AI-generated targeted creatives — fast, cost-effective visuals tailored to each demographic segment your grant requires you to reach
- In-house video ad production — quick turnaround, easy edits, no external production delays
- Weekly performance reports — so you can monitor reach, impressions, and engagement in real time across all three channels
- Multi-platform geo-targeting — Meta social, mobile apps, and YouTube/Google running simultaneously for maximum documented reach
"We help you qualify for the grant by reaching the LGBTQ+ target audience you're seeking — and we bring you clients in the process. That's the best of both worlds."
"We have over 30 years of experience reaching LGBTQ+ communities online — since GayWired.com in 1995. If your organization is servicing the health needs of a regional LGBTQ+ population, we know exactly how to reach them, document it, and deliver results. Ryan White Care Act programs are a particular area of strength for us." — Matt Skallerud, President, Pink Media
Is Your Organization a Ryan White Care Act Partner?
If your organization is servicing the health needs of a regional LGBTQ+ population — whether you're a Ryan White Care Act clinic, a community health center, an HIV prevention program, or any LGBTQ+-focused health organization — we are here to help with your marketing outreach. We work with any budgets, we understand the grant documentation requirements, and we know how to reach the communities you serve.
Call or email us today for a proposal. Reach the LGBTQ+ Community. Leverage the Power of Social Relationships. That's what we do — 24/7, 365 days a year. Pink Media: A Company With INFLUENCE.
