Born HIV Free – When Europe woke up to the possibility of ending mother-to-child-transmission of HIV
10 January 2012
The Born HIV Free campaign was a multi-faceted, multimedia campaign broadcast across social and traditional media platforms, focusing on the issue of mother-to-child transmission of HIV, as part of fund-raising efforts for the Global Fund and its partners’ life-saving work. Born HIV Free was the first major campaign of this kind to make a mass international audience aware of the possibility that by 2015, a world without mother-to-child HIV transmission could be within reach.
The campaign had its own website, functioned on Facebook and Twitter, and used YouTube in a trailblazing way by enabling direct collection of viewers’ signatures of support from its own YouTube channel.
Born HIV Free ran from May to October of 2010, in advance of a major fund-raising conference for the Global Fund which raised $10 billion for the period 2011 to 2013. It resulted in 250 million exposures, 20 million responses and 700,000 signatures collected in support of continued funding for the Global Fund, presented to UN Secretary General Ban Ki-moon at the fund-raising conference, as evidence of citizens’ support for their governments’ continued support to the Global Fund. (See “Born HIV Free Further Information” and “Campaign results” for more detail) and won awards for design and outreach.