Hookup Lingo Got a New Addition – BTA

In high-risk HIV circles, abbreviations like ONS (One Night Stand), BJ (Blow Job), CBJ (Covered Blow Job),
NSA (No Strings Attached), PNP (Party and Play), etc. form a unique code of communication.

Our campaign tapped into this insight to speak to them in a language only they understand. The message: If you understand this, you should also understand BTA – Be Tested Anonymously.

The campaign resonated so well that the clients have been running variations of it every year since.