OraQuick(R) In-Home HIV Test Launches New Targeted Campaign Strategy -- "Life.
As we know it.(TM)" Encourages HIV Testing Among High Risk Groups
Ross Mathews, Dr. Rachael Ross and Other Leading Community Voices Join OraSure
to Promote Sexual Health and HIV Testing
BETHLEHEM, Pa., Sept. 30, 2013 (GLOBE NEWSWIRE) -- OraSure Technologies, Inc.
(Nasdaq:OSUR), makers of the OraQuick^® In-Home HIV Test, announced today the
launch of its newly revamped targeted nationwide awareness campaign to
encourage open and honest dialogue about sexual health and the importance of
learning your HIV status.
The "Life. As we know it." campaign takes a bold new strategic approach to
reaching consumers most at risk for HIV through the creation and sharing of
relevant content designed to engage consumers in a discussion about topics
related to love, sex, relationships and sexual health.
Initially, the campaign will reach out to two groups among those at highest
risk for HIV – gay men and African American women. OraSure has teamed up with
powerful and influential voices to reach consumers in these communities
through testimonials, interactive panel discussions, sharable discussion
guides and informative videos. The campaign will also use leading media
properties to communicate with these communities, including LOGO TV and its
online properties for the gay community – a network that reaches into over 52
million homes – and Essence, the top-rated media brand for African American
"HIV testing is a challenging subject to address head on with consumers. After
a careful analysis of available channels to gain mindshare of our target
markets, we've determined that the most effective way to approach the topic is
through a broader conversation on relationships, dating and sex, and through
the engagement of passionate, trusted community influencers to help us
introduce product," said Kathleen Weber, Senior Vice President and General
Manager, Consumer Products at OraSure Technologies.
The campaign will also feature engagement in high profile consumer events, as
well as targeted broadcast, outdoor, digital and print advertising through the
first half of 2014.
Television host and best-selling author Ross Mathews has teamed with OraSure
to kick off the campaign to the gay community which launched on September
27^th, in conjunction with National Gay Men's HIV/AIDS Awareness Day.
Mathews debuted on television as a correspondent for "The Tonight Show with
Jay Leno" in 2001. Mathews then became a regular panelist and occasional guest
host on E!'s talk show "ChelseaLately," and remains a ﬁxture on E! News and
E! Network's live red carpet awards show coverage. Mathews recently added
best-selling author to his resume with his ﬁrst book, Man Up: Tales of
MyDelusional Self-Conﬁdence, released in May.He currently stars in and
produces his own weekly talk show, "Hello Ross!" for E!. "Hello Ross!" is the
new weekly fan destination where the intersections of celebrity gossip and pop
culture collide, hosted by the world's biggest super fan himself, Mathews.
He will be joined throughout the campaign by influential members of the gay
community to talk about topics such as sex, love, health and the importance of
testing for HIV.OraSure is also proud to be a sponsor of RuPaul's Drag Race –
the most watched series on LOGO TV. Working with LOGO, the Company is also
developing custom co-branded content that will air on the network. The
campaign will also have a very active and visible presence on the ground at
Gay Pride events being held in eight major U.S. cities over the next year.
Additionally, the campaign will reach gay men in the top 15 markets via out of
home advertising (billboards, bus shelters and posters) placed in key
neighborhoods such as West Hollywood, South Beach, Miami and the Castro in San
Francisco and print advertising in over 40 gay-targeted publications.
To engage the African American community, the "Life. As we know it." campaign
will feature a dynamic, timely, new web series that will entertain, inform and
engage today's modern African American woman with candid, real talk about
life, love and sex. The inviting and uplifting interactive panel conversations
will be structured like a talk show and will be hosted by an esteemed trio of
celebrity panelists from the community including physician, sex expert and
co-host of nationally-syndicated television show The Doctors Dr. Rachael Ross,
author, life coach and relationship expert Demetria L. Lucas and national
television/radio personality and veteran journalist Jacque Reid.
*Dr. Rachael Ross, a family doctor and sexologist, is a forerunner of
groundbreaking discussions surrounding relationships, sex, health,
abstinence & comprehensive sex education for teenagers, and most
importantly HIV/AIDS prevention.Dr. Rachael tours college campuses to
speak, is frequently quoted in Cosmopolitan and Self Magazine, contributes
to several medical publications, is often a featured guest on the
nationally syndicated Tom Joyner Morning Show, and just became a co-host
on the nationally syndicated television show, The Doctors.
*Demetria L. Lucas, the author of "A Belle in Brooklyn: The Go-to Girl for
Advice on Living Your Best Single Life (Atria)", is the creator of the
award-winning personal blog ABelleInBrooklyn.com and the founder of
Coached By Belle, a boutique life-coaching service. Lucas, chosen as one
of Essence.com's "40 Fierce & Fab Under 40", is also a contributing editor
for The Root, and is a contributing writer for the websites of The Grio,
XO Jane, Essence, Clutch, Vibe Vixen and Uptown.
*Jacque Reid, a veteran journalist with a background in entertainment and
news, has interviewed some of the world's most influential and interesting
people. Currently, Jacque serves as a daily co-host on NBC's celebrity and
lifestyle show, New York Live and is a regular part of the nationally
syndicated radio program, The Tom Joyner Morning Show. Reid reports on
women and women's issues on her Inside Her Story segments.
The conversations, which will be hosted in conjunction with major events
throughout the country, will focus on life, relationships, sexual health and
the importance of testing for HIV. Video captured from these conversations,
will be featured as a web series on Essence.com and also be housed on a
dedicated campaign website.
The web series will kick off with a panel events taking place in October –
October 4^th at the Blogalicious conference in Atlanta, October 20^th at the
Circle of Sisters Expo in New York City, and October 22^nd at the 2013 Spelman
College and Morehouse College Homecoming in Atlanta. More information will be
posted on October 4^th to the campaign website at
The fall schedule of activity will culminate with a panel event and media day,
featuring Magic "Earvin" Johnson on November 19^th in New York City in
recognition of World AIDS Day which is held annually on December 1^st.
"Through the use of our OraQuick^® In-Home HIV Test, we believe more than
200,000 individuals now know their HIV status," said Douglas A. Michels,
President and Chief Executive Officer of OraSure Technologies. "The more we
can find ways to start conversations about HIV testing, especially among the
communities most impacted by HIV, the better the chance there is to stop the
spread of HIV."
The OraQuick® In-Home HIV Test is the first ever in-home rapid HIV test made
available directly to consumers. It detects antibodies to both HIV-1 and HIV-2
with an oral swab, providing a safe, effective and confidential in-home
testing option with results in as little as 20 minutes. It is available in
most national drugstore and mass merchandiser retail outlets nationwide and
online at CVS/CVS.com, Rite Aid/RiteAid.com, Walgreens/Walgreens.com,
Walmart/Walmart.com, and on Drugstore.com and OraQuick.com. The OraQuick®
In-Home HIV Test is an over-the-counter version of OraQuick ADVANCE®, an oral
swab rapid test with more than 25 million units sold in the professional
market, and the same test that doctors and healthcare professionals have
relied on and used for 10 years.
To ensure optimal support for individuals using the OraQuick® In-Home HIV
Test, OraSure offers live support and comprehensive referral services 24 hours
a day, seven days a week, every day of the year, through a toll-free support
center and consumer website at www.oraquick.com. The OraQuick® Support Center
is staffed with bi-lingual (English/Spanish) representatives who are available
by telephone at 866-436-6527 to answer questions about HIV/AIDS and using and
interpreting the test. They also provide referrals to follow-up and care, and
can take orders for the OraQuick In-Home HIV Test. Additionally, the product
website provides access to resources and referral to follow-up counseling,
confirmatory testing and medical care.
For more information on OraQuick visit OraQuick.com.
About OraSure Technologies
OraSure Technologies is a leader in the development, manufacture and
distribution of oral fluid diagnostic and collection devices and other
technologies designed to detect or diagnose critical medical conditions. Its
innovative products include rapid tests for the detection of antibodies to HIV
and HCV at the point of care and testing solutions for detecting various drugs
of abuse. In July 2012, the Company received approval from the U.S. Food and
Drug Administration for the Company's OraQuick® In-Home HIV Test for sale
directly to consumers in the over-the-counter (OTC) market - making it the
first and only rapid OTC HIV test approved in the U.S. In addition, the
Company is a leading provider of oral fluid sample collection, stabilization
and preparation products for molecular diagnostic applications. OraSure's
portfolio of products is sold globally to various clinical laboratories,
hospitals, clinics, community-based organizations and other public health
organizations, research and academic institutions, distributors, government
agencies, physicians' offices, and commercial and industrial entities. The
Company's products enable healthcare providers to deliver critical information
to patients, empowering them to make decisions to improve and protect their
For more information on OraSure Technologies, please visit www.orasure.com.
CONTACT: Media Contact:
Zer0 to 5ive for OraSure Technologies
Chief Financial Officer
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