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CHALLENGE 

amfAR’s top research priority is the pursuit of a cure for HIV/AIDS. The organization provides grants and fellowships to support a team of scientists with the funding they need when pursuing innovative core-focused research strategies. Since 1985 the organization has invested more than $517 million dollars in its programs and awarded more than 3,300 grants to research teams. amfAR had an important milestone to celebrate--their 25th anniversary. While much of their work is scientific, they wanted to step out of the lab and create a meaningful, emotional, and story-driven campaign with those who are impacted most from their work--people living and thriving with HIV or AIDS.

SOLUTION

After extensive research into the history of the organization and conversations with key leaders, we went to work developing the campaign, Making AIDS History. The campaign focused on honoring those who had been lost to the disease while celebrating the successes of amfAR and the impact the organization made on those who are thriving with HIV or AIDS. We wanted to showcase a variety of stories that shared the message that HIV or AIDS does not discriminate. The Making AIDS History campaign was used throughout printed collateral, social media, and featured at amfAR events around the world.

Paper Napkin Marketing provided amfAR with the following marketing services:

  • Developed the concept of the campaign including imagery, copy, and the demographics of the stories.

  • Established meaningful partnerships with organizations and press outlets to reach out to potential candidates for the campaign.

  • Established questions and performed interviews with identified candidates.

  • Secured location, booked travel, wrote script, directed, and produced the Making AIDS campaign with a group of inspiring individuals.

  • Worked with the client to develop a plan for the campaign on social media and in printed collateral.  

 

 
 

THE WORK

MAKING AIDS HISTORY: PROMO

MAKING AIDS HISTORY: MEREDITH FAMILY

MAKING AIDS HISTORY: DAVID

MAKING AIDS HISTORY: CHRISTINA

MAKING AIDS HISTORY: MARIA

MAKING AIDS HISTORY: LONNY

MAKING AIDS HISTORY: ORIOL