CASE 15 543commentators) in seven countries (France, Germany, Italy,
the Netherlands, Spain, UK, USA), more than 25% of these
opinion-makers and chattering classes recognised the cam-
paign. When prompted (aided awareness), 25% were aware
of the Global Fund, 22% of the product associated with the
campaign (RED) and 12% of the Born HIV Free campaign.
When prompted, 22% recognised the logo of the campaign;
16% of those aware of the campaign associated Carla Bruni-
Sarkozy with it, while 25% associated it with Bono or Angelina
Jolie. The highest awareness was reached on TV (24%) and
Facebook (23%). About a fifth heard about the campaign on
YouTube (19%). The campaign raised pre vention of mother-
to-child transmission of HIV awareness significantly with a
21% increase in awareness and understanding of the issue in
those aware of the campaign. Those aware of the campaign
had a better understanding that mother-to-child transmission
of HIV is preventable (73%), while only 52% of those unaware
of the campaign believed it is possible to prevent it.
Between its launch on 19 May 2010 and its formal closing on
5 October 2010, the campaign was viewed more than 250
million times, with over 20 million actions (people engaged)
and more than 700 000 signatures for the campaign petition.
Current social media presence is higher than 500 000 (Face-
book, Global Fund & Born HIV Free, Causes, Causes petition-
signers, Twitter). The overall campaign cost was $23.2 million,
$2.8 million of which was paid by the Global Fund and
$20.4 million was pro bono support. Con sequently, the cost
per signature was $4 and the cost per engagement was $0.14.
Besides these concrete results, the campaign also served as
a tool to kick off communications with the general public and
built foundations of relationships with companies, the general
public and celebrities. It received widespread coverage online.
During the first week after the launch day, 4200 signa-
tures were collected, media coverage was 222 articles and
312 blogs, mainly in Europe, and some radio and TV cover-
age in France, due to the fact that the launch event was in
Paris and attended by the ambassador of the campaign,
Carla Bruni-Sarkozy. According to the comments received,
she has a controversial image. She has both fans and critics
who object to her past provocative behaviour, morality and
glamorous and controversial conquests. Nevertheless, nearly
half think Carla Bruni-Sarkozy is an appropriate spokesperson
for the campaign – with 1 in 5 saying she is inappropriate.
She was also instrumental in attracting celebrities ( Jean-Paul
Gaultier, Paul McCartney and others) and was influential in
getting partnership deals (Orange, Google, ad space, etc.).
Several channels and tools were used throughout the
campaign: classical mass media advertising (e.g. the ‘Baby
in the sky spot’), a launch event, guerrilla (street) marketing,
presence at music festivals (e.g. Solidays), partnerships
(among others, with Tiffany), celebrity advocacy (e.g. Paul
McCartney concert in support of the campaign), ‘saving lives’
videos with testimonials. Figure 15.2 gives an impression of
the cost and relative impact of each of these tools (not alltools mentioned in the figure were discussed in the text).
The cheapest and most effective ones in terms of achieving
the goals of petition signatures and active engagement were
social media, Thank you and Euronews ads, street marketing,
the Paul McCartney concert and the bloggers’ trip. Selected
results for some of these tools are given below.Traditional mass media advertising
Euronews started to broadcast the ‘Baby in the Sky’ spot three
times per day as of 20 June in 155 countries. Firstly, the
30-second version as of July 13, then the 73-second version.
Total exposure to the spot was 40 million. The spot worked
well as an awareness tool, generating increased visits to the
Born HIV Free campaign website. The public space company
J.C. Decaux donated advertising space in eight European capital
cities in August and September. A series of large posters and
advertising billboards featured Carla Bruni-Sarkozy wearing
the Born HIV Free campaign T-shirt and inviting the public to
join the campaign by signing up via the YouTube channel.
Exposure was 80 million. The budget was $2800.
On 6 October, the day after the Replenishment Con-
ference, Thank You ads appeared in five major European
newspapers ( El Pais , Le Figaro , FT , Independent , Bild ). The
Italian monthlies Progress and Progress Viaggi ran the same
ad in November and put a banner on their websites. The
ads thanked people and governments for supporting the
campaign and the Global Fund. Total readership was
19.2 million. The budget was $6000.Paul McCartney concert on YouTube
The live streaming of the Paul McCartney concert on
YouTube was a huge success. It generated 41 000 signa-
tures, 27 000 of which through the campaign website (the
highest increase in signatures in a one-week period), 2
million YouTube channel visitors from all over the world,
and 7000 tweets. The event resulted in media coverage of
68 articles. The budget was $16 600.Street marketing
The Born HIV Free campaign took to the streets of New York
and, via social networks, to everyone’s computer screens on
21 September during the Millennium Development Goals
summit in an initiative aimed at signposting world leaders in
the direction of decisive backing for the Global Fund and its
work. In partnership with Google and YouTube, the initiative
saw campaign envoys taking up positions on the corners of
strategic Manhattan Road intersections holding signs with
compelling HIV facts and urging that we free future gener-
ations from HIV by 2015. Also, 3000 flyers were distributed
in New York and 2268 people viewed Google Maps online.
The budget was $65 000, part of which was covered by
YouTube. A bubble effect was created to make decision-
makers become aware of the Global Fund. This initiative was
timed with a New York Times ad to create a maximum impact.M15_PELS3221_05_SE_C15.indd 543M15_PELS3221_05_SE_C15.indd 543 6/6/13 8:55 AM6/6/13 8:55 AM