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

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Agenda Setting Idea: Rock the Ribbon

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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

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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

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Our clients

  • Instagram
  • Twitter
  • Facebook
  • LinkedIn
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St Luke’s Communications Ltd. 7th Floor, Imperial House, 8 Kean Street, London WC2B 4AS    •    T: +44 (0) 207 380 8888    •    E: hello@stlukes.co.uk

© 2020 St Luke’s Communications Ltd.