Born HIV Free campaign results

Born HIV Free, which ran from May to October of 2010, resulted in 250 million exposures, 20 million responses and 700,000 signatures collected in support of continued funding for the Global Fund.

250 m exposures: Through campaign ads, videos, petitions, TV spots, news articles, blog posts, billboards, and other media, more than 250 million people were exposed to the Born HIV Free campaign, via channels such as Orange, YouTube and Google, as well as media outlets such as J.C. Decaux billboards in London, Copenhagen and Berlin, and major international print media such as The New York Times.

20 m responses: More than 20 million people actively responded to the campaign by watching a video, signing a petition, Twitter re-tweeting, “liking” on Facebook, clicking on a campaign online banner advertisement (for example on the Orange web site), buying a JP Gaultier-designed Born HIV Free t-shirt, visiting the Global Fund website or the Born HIV Free YouTube channel, and joining the campaign Cause on Facebook.

700,000 signatures: More than 700,000 people signed a Born HIV Free/ Global Fund Replenishment petition on the Born HIV Free website, on the YouTube channel, the Born HIV Free Cause on Facebook, or petitions led on behalf of the Global Fund by Avaaz, (RED) and ONE.

Press exposure: Several major European newspapers, including the UK’s Financial Times and The Independent, France’s Le Figaro, Germany’s Bild, and Spain’s El País provided free, full-page advertisements in support of the campaign.

Awards: The Born HIV Free campaign has so far won three awards and been nominated for a fourth. The campaign has won:

• Grand Prix Du Brand Content Award
  http://www.grandprixdubrandcontent.fr/ 
• Creation Healthcare People Power Award
  http://creationhealthcare.com/articles/hes-born-hivfree/ 
• Silver - Effie Europe Effectiveness Award
  http://www.effie.org/Europe 

In addition, Born HIV Free has been nominated for the 2010 Grand Prize at the European Excellence Awards.