Kaiser Family Foundation/Viacom
From 2002 to 2005, as part of the DDB team, we worked with the Kaiser Family Foundation and Viacom on KNOW HIV/AIDS, a global campaign to combat AIDS through public service messages. Our challenge was to position the disease as preventable, indicating that the devastating death toll can be reversed. Many Americans don’t think the disease affects them, so first we needed to get the U.S. general population and opinion leaders to care about the international epidemic. Then we needed to convince them that the AIDS trend could be turned. To do this, we brought life to the question “what if AIDS affected your community like it affects other regions of the world?” and the idea that “young people are at the center of the epidemic, and through them we can turn the tide.” Coupled with a compelling message that solutions exist, we used the emotional medium of broadcast to raise awareness (including the first-ever AIDS awareness spot to run during the Super Bowl) combined with 1:1 mediums to drive action. Over the course of the campaign, our Emmy-winning work drove 27 million unique visitors to the KNOW HIV/AIDS website and increased awareness (33 to 36%) of AIDS as an urgent global health issue.