Marketing Communications

CASE 15 541

used solely positive messages, calling upon Europeans

to help end mother-to-child transmission of HIV – and to

express to their governments that they have public support

to continue and increase their funding to the Global Fund. The

continued ambassadorship and ‘voice’ of the Global Fund’s

Ambassador, Carla Bruni-Sarkozy, was central to the Born

HIV Free campaign. The campaign draws on extraordinary

assets from partners – corporate and individuals – and the

communications plan aims to maximise their visibility for the

purpose of recognition of their contribution and to ensure

the success of the campaign.

The campaign rested on three pillars: (1) online visibility;

(2) social media outreach; and (3) offline events. It was

organised in four phases. To leverage the content and spread

the word, discussions and word of mouth are vital. The

campaign activated and nurtured relationships with a num-

ber of multipliers including:

z 100 top digital influencers (including bloggers) from a

number of European countries. Material was developed

for them to spread the word in three languages (Spanish,

English, French).

z 200 high-profile personalities from all walks of life, includ-

ing celebrities, politicians, the media. The ‘messengers’

were requested to promote the campaign in their sphere of

influence. They were provided with marketing material

and specific requests for them to be able to act on behalf

of the campaign.

z A dozen partners of the Global Fund were activated to

spread the word among their constituencies and employ-

ees. These groups include health-based communities,

NGOs, implementing partners, Product (RED), One, etc.

z Social networking and community management. The

campaign established communities in international and

national social platforms and had dedicated staff to

ensure a two-way conversation with the communities.

Phase 1: Start online (2–4 weeks prior to launch)

Community growth – bottom-up grassroots endorsement

Trigger interest without revealing too many elements

Social media platforms and website

z Opening and launch of campaign through social media

platforms (Facebook, Causes, Twitter, LinkedIn, and national

site key markets when possible; YouTube should open only

at launch day). Basic information about the campaign is

provided, along with teasers, a trailer of one film, etc.

z Holding page on campaign website to go live. Minimum

and basic information is exposed, including launch date

and e-mail subscribe function. Mirror content exposed on

social media platforms and encourage Facebook sign up.

Partner activation

z Roadshow of spokespeople of the campaign to capitals

of target countries to create excitement and seed stories

among selected media and selected bloggers.

z Partners and their employees are invited to join the

social media groups (NGOs, media and offline partners,

the Global Fund, etc.).

z Spread kit is sent to trusted partners (embargoed) in

advance, for planning purposes. The owner of each

relationship sent material to their own contacts.

z Spread kit for influencers, bloggers and further related

partners sent one week prior to launch.

z T-shirts sent to 200 ‘messengers’ to wear and trigger

interest from media.

Media (offl ine/online)

z Madame Figaro magazine hits news stands on 26 March.

Mentions the name of the campaign and its purpose

without revealing further details.

z Spread kit is sent to media contacts, embedding the

campaign into its context without going into details of

activities but referring to the countdown so as to enable

feature coverage.

z Spread kits for a wider group of mainstream media and

bloggers with a minimal amount of information about

the campaign sent a couple of days before the campaign

launch.

z A small number of interviews with selected print and

TV media, featuring Mme Bruni-Sarkozy, are recorded.

Embargoed interviews to appear on launch day.

Phase 2: Launch (one day)

Big European launch – press and bloggers outreach with all

partners

The Global Fund launched the Born HIV Free campaign on

19 May 2010 in Paris. The launch event created pan-European

visibility and was the main vehicle to acknowledge the

contributions of the main partners. Partnerships, substan-

tial donations and pro bono support by Google, YouTube and

international health organisations (WHO, UNAIDS) were

highlighted.

Digital

z Launch of banner campaign in ten countries (TV, Internet,

print).

z Launch of campaign website.

z Launch of YouTube channel with first video featured on

the YouTube Homepage. YouTube functionalities activated.

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