World AIDS day was falling off the radar, and we needed people to feel proud of supporting people living with HIV, and proud to wear the iconic red ribbon.

So in the lead up to World AIDS Day, we invited the world to #ROCKTHERIBBON

Agenda Setting Idea: Rock the Ribbon

We launched a film starring Childish Gambino’s ‘This is America’ choreographer Sherrie Silver proudly rocking a red ribbon with stunning dance moves, narrated by Stephen Fry

And we even invited the public to rock the ribbon by dancing themselves, raising donations with a media-first digital billboard at Westfield on World AIDS Day

So far the call to action we created has achieved over 60 million organic impressions, gaining the support of celebrities and organisations around the world