“YouTube is proud to be a main platform for this creative and innovative Born HIV Free campaign”
Chad Hurley (YouTube Founder) on the Born HIV Free Campaign
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.
Designed as an online and offline awareness campaign targeting the general public in Europe, and thanks to the unflagging commitment of strong partners: Google, YouTube, Orange, MSN, 43 Internet partner firms, 20 TV channels and 20 press groups in 11 European countries, bill-boarding (JC Decaux), entertainment companies (Live Nation, Vivendi) and fashion companies (Tiffany).
“Born HIV Free” has broadcast more than 2,7 billion messages of hope through banners, original films, posters, pins, events, and more.
Partners helped convey a creative and educational campaign willingly embraced by world-class artists such as Paul McCartney, U2, Amy Winehouse and Jean-Paul Gaultier, together with up-and-coming young creative such as like H5 (visual identity and animations) and the Bonzoms (Baby in the Sky).
