Born hiv free campaign

Developed the creative strategy, designed and executed an international 360 degree awareness program.

Client :

  • Briefing

    Across 11 European countries, create widespread
    awareness and support for the millennium
    goal of a generation of children born AIDS-Free
    by 2015. Garner popular support for refinancing The Global Fund.

  • Answer

    Designed the creative strategy, positioning
    and executed an online and offline engagement
    campaign targeting the general public across
    11 European Countries. Leveraged high profile
    personalities to create
    heightened awareness and provide original
    content, exclusive distribution rights,
    limited edition promotional products,
    and endorsements for The Global Fund,
    sponsored by Carla Bruni-Sarkozy.

  • Main partners

    Paul Mc Cartney, U2, Amy Winehouse, Google, YouTube, Orange, MSN, Jean-Paul Gaultier, H5, Les Bonzoms, Tiffany, JCDecaux, Hard Rock International, Live Nation, WPP

  • Results

    2,7 billion messages broadcasted

    250 million exposures

    20 million responses

    700 000 signatures

    20 million US $ of free space

  • Awards

    Grand Prix Du Brand Content Award

    Creation Healthcare People Power Award

    Silver - Effie Europe Effectiveness Award

  • Sources

    The Global FundOgilvy