The Global Fund to Fight AIDS, Tuberculosis and Malaria DM BORN HIV FREE by The Clobal Fund To Fight AIDS

BORN HIV FREE

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Industry HIV/AIDS
Media Direct marketing
Market Switzerland
Agency The Clobal Fund To Fight AIDS
Released May 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: THE GLOBAL FUND TO FIGHT AIDS, TUBERCULOSIS, AND MALARIA
Product/Service: HIV AWARENESS
Agency: THE GLOBAL FUND TO FIGHT AIDS
Date of First Appearance: May 19 2010
Entrant Company: THE GLOBAL FUND TO FIGHT AIDS, TUBERCULOSIS, AND MALARIA, SWITZERLAND
Entry URL: http://www.bornhivfree.org
Media placement: Banner adverts - Youtube - October 4, 2010
Media placement: Campaign Wrap-Up Video - Offline Events, YouTube - October 4, 2010

Describe the brief/objective of the direct campaign.
On 5 October 2010, donors met in New York to pledge financial contributions for the Global Fund to Fight AIDS, Tuberculosis and Malaria for the next three years. The outcome of this pledging conference would determine whether the Global Fund, the world’s largest financer of programs to fight AIDS, tuberculosis and malaria, would be able to achieve many ambitious but achievable goals, such as ending the transmission of HIV from a mother to her child by 2015. The Born HIV Free campaign was created to mobilize public support for the work of the Global Fund and to show that goals like ensuring a generation free of HIV by 2015 is possible.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Launched on 19 May 2010, the campaign encouraged people to show their support for the work of the Global Fund by signing their name to an online petition that states: “Yes, I want to put an end to the transmission of HIV from mothers to their children. I support my country’s contribution to the Global Fund.”

We utilized a number of videos, ad-banners, social media, and online events like the exclusive live stream of a Paul McCartney concert on our YouTube page to drive traffic to our online platforms where individuals could sign their name in support of the Global Fund. Banner adverts on youtube directed users to videos of the event.

Explain why the creative execution was relevant to the product or service.
The Born HIV Free campaign came out of a need to show donor governments, in a year of replenishment that they would be able to keep up their funding of the Global Fund, with the support of their constituents. We took that overarching goal and decided to focus on a very specific part of the Global Fund’s work which was the prevention of passing HIV from mother to child.

Celebrity endorsement also played a significant part in attracting attention and support to the campaign. Supporters included Paul McCartney, Jean Paul Gautier, and Carla Bruni-Sarkozy, who was a key ambassador for the campaign.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Key results for the campaign were as follows:

-700,000+ petition signatures
-More than 20 million responses (clicks, video views, Facebook comments and likes, blog posts and comments)
-More than 250 million campaign exposures
-Paul McCartney Live for Born HIV Free (YouTube concert streaming) was a Twitter trending topic on June 27
-Cost per signature and response - $0.14