Marketing Communications

542 CHAPTER 15 E-COMMUNICATION

z Wikipedia page on the campaign is launched. Mentions

objectives, data, facts and figures and ambassadorship.

Links to CBS’s website, the Global Fund’s pages and

related articles.

z Launch of partners’ spreading efforts.

z Frequent updates on all social media platforms.

z Michel Kazatchkine to tweet on the campaign Twitter

account.

z Partners (media, sponsors and offline) are acknowledged

on website, media releases and social media.

Media

A global press conference was held on the day of the launch.

The conference was broadcast on the Web. A press release

was issued to accompany a Video News Release (VNR) with

quotes from Carla Bruni-Sarkozy and other partners. The

VNR was sent to the main evening news broadcast of the

ten target countries and was highlighted on all social media

platforms and the YouTube channel. Targeted journalists

were selected from a wide range of media.

Phase 3: Rollout (5–6 months – launch to end

September)

Constant presence, sustainable communication

The rollout from the launch to the end of September involved

a mix of online and offline operations that jointly created

a European movement through an online video campaign

and messenger, fashion, music and urban events.

Social media platforms and website

z Launch incentive programme (competition included) on

social media platforms. Competition prize includes field

trip to South Africa in August for one person from each

of the target countries.

z Second film on YouTube 2–3 weeks after launch.

z YouTube competition to create third film.

z T-shirt: online distribution.

z Facebook users’ and selected bloggers’ trip to Africa,

together with African journalists.

z Launch online goodies collector (May).

Media opportunities

z Mother’s Day (May): Lifestyle media/radio double-

ribbon brooch competition; interviews with media on

markets where Mother’s Day is strong; talkshows on

chosen markets.

z Cannes Film Festival (May): T-shirt distribution at the

Cannes Film Festival; capture photos of celebrities with

T-shirt.

z Vienna’s International AIDS Conference ( July): Ambass-

ador participation and visit to campaign’s interactive

stand and sign up for the campaign.

z Concerts: Paul McCartney’s ‘Hard Rock Calling’ concert

on 27 June 2010 became the first European performance

to be streamed via YouTube. This live stream was dedi-

cated to the Born HIV Free campaign with campaign

messages (show your support and sign up now) on

YouTube at the beginning, end and during short breaks.

The concert was promoted on the Born HIV Free web-

site, Facebook, Twitter and Flickr.

z Solidays, the annual three-day music festival in Paris,

25–27 June 2010, organised by Solidarité SIDA.

Offl ine operations

Special issues were featured in magazines, a ‘double-ribbon’

brooch was sent to 200 high-profile personalities from all

walks of life (messengers), and video interviews and talk-

shows were organised for messengers.

Phase 4: Wrap-up (3 weeks)

Strong finish – event

From the last week of September to 5 October, the day of

the Replenishment meeting (the meeting at which the

funding of the Global fund is decided upon). The campaign

continued to provide reports and updates to followers also

in the weeks and months after 5 October.

Social media platforms, website and offl ine

z Digital campaign to have online users take one single

action on one specific day.

z Offline event – display of support.

The event tried to take advantage of the gathering of Heads

of State and Ministers of Health in New York for the Clinton

Global Initiative, the General Assembly and the Millennium

Development Goals Summits in New York City at the end of

September. A video press release was issued of the ambass-

adors talking about the support already given and thanking

the European population for its engagement. A global press

conference was held to wrap up the campaign. It showcased

the outcome of the campaign and ensured press coverage in

mid-September. The conference was broadcast on the Web.

Campaign results

According to a tracking survey conducted in November

2010 in a sample of 1404 Broad Elites/‘Chattering Classes’

(university-educated, higher-income people with an active

interest in national and international economic/political

affairs – whose opinions and views both reflect and help

to shape those of policy decision-makers, influencers and

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