When RAIN, a Charlotte, NC non-profit dedicated to empowering people living with HIV and those at risk, came to The Anything Group, the challenge was not just creative. It was human. The challenge to create video content that could reach multiple audiences, carry multiple emotional registers, and drive real action.
The Campaign: Three Stories, One Mission
TAG’s Creative Production team developed three distinct pieces, each with its own tone and emotional register designed to reach different audiences.
• Stream of Consciousness. A cinematic, emotive video drawing attention to ethnic communities disproportionately affected by HIV. Designed to create a feeling, not explain a statistic.
• Get Louder. A direct PSA-style video built to inform and activate. Silver NY Digital Award: Online Video, Health Category (2024).
• U Are Worth It. A message of personal worth, speaking directly to individuals about seeking care without shame.
The Results
332,066 total impressions.
98.65% video completion rate.
327,574 video completed.
77,600 impressions in North Carolina.
CTV (connected TV/streaming) emerged as the leading platform. A 98.65% completion rate is not a number that happens by accident. It is what content that earns attention looks like.
What Made It Work
Narrative over format. Emotional precision. Strategic variety across three distinct registers. End-to-end in-house production: concept, scripting, filming, editing, color grading, and delivery, all handled by TAG’s creative team. Meaningful storytelling and measurable performance are not opposites. Done right, they reinforce each other.
TAG Creative Production — Full-service video and content production.