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Over the past 25 years, AIDS has imposed a huge cost, in economic and social terms, on many countries, communities, and households around the world. Although tremendous progress has been made, available resources are becoming increasingly tight as the global recession adversely impacts both donor and developing countries. In this context, there is an urgent need for better and long-term estimates of the cost and financing trajectories for the AIDS pandemic, and a fresh perspective on possible policy actions that could improve things in the coming decades.


Young leaders, including Todd Murray from Paper Napkin Marketing, answered the call and came together in Oslo, Norway for the aids2031 summit. aids2031 in collaboration with the Norwegian Ministry of Foreign Affairs and UNAIDS Goodwill Ambassador Her Royal Highness Crown Princess Mette-Marit of Norway, hosted the Summit to promote and galvanize young leadership in the fight against AIDS-related stigma and discrimination. Before and during the three day Summit, over 30 young leaders from around the world worked together to identify pressing stigma and discrimination issues for young people. The event was designed by a youth-led planning committee and followed the first aids2031 Young Leader’s summit held at the Google Headquarters in California in 2008.

Paper Napkin Marketing provided aids2031 with the following marketing services:

  • Participated and identified ways to leverage current strategies and collaborations to address the global HIV and AIDS pandemic.

  • Developed training with participants inviting them to identify their role in the global response.

  • Developed the concept, including the script, for the “I am a leader because…” campaign video.

  • Produced “I AM… a leader because….” video and worked with international partners to distribute the content to NGO’s and governments around the world.