St Luke’s are in full on celebration mode having been nominated for TWO awards this week for our work on the ‘Rock The Ribbon’ ad campaign for the National AIDS Trust (NAT).
To commemorate the 30th anniversary of World AIDS Day, NAT revamped its message to help destigmatise the red awareness ribbon. We worked with NAT to deliver the ‘Rock the Ribbon” campaign, featuring Childish Gambino’s choreographer, Sherrie Silver, and the recognisable voice of Stephen Fry.
As HIV still carries a negative connotation, a residual sentimentality left over from the 1980’s AIDS crisis, the charity recognised that it needed a positive and empowering campaign to show solidarity with people living with the illness, and encourage others to do the same. We wanted to inspire people to support NAT proudly – to literally ‘Rock The Ribbon’.
First up, we’ve been shortlisted for Best Health Cause Campaign at the Campaign for Good Awards, from Campaign Magazine, PR Week, and Third Sector. The awards, open to advertising agencies, brands, public sector organisations, charities and NGOs, celebrate agencies producing creative and effective good-cause campaigns for clients and for brands to showcase their corporate social responsibility.
AND, we’re up for the Social Impact Award at the 13th Outdoor Media Awards – run by Clear Channel in partnership with Campaign to reward excellence in out-of-home advertising, from the most memorable, strategic and innovative campaigns to the brilliant people involved in creating them.
In the words of Executive Creative Director Rich Denney – “we are honoured to be shortlisted amongst this stellar work and so proud that our Rock The Ribbon work for National AIDS Trust is making a difference in changing negative perceptions.”
Read the full case study on our work with NAT and the strategy and results behind ‘Rock The Ribbon’ here.
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