The “Born HIV Free” campaign aims to raise awareness and build support for the Global Fund’s goal of eliminating mother-to-baby transfer of HIV by 2015.
It uses the slogan “Hope spreads faster than Aids” to give the campaign an optimistic and upbeat tone alongside the serious message.
Bruni-Sarkozy, wife of French president Nicolas Sarkozy, has voiced a series of four animated films in English, French and Spanish, developed by French musician and producer Julien Civange to promote the Global Fund’s efforts.
The campaign has been developed to work across digital and traditional media and includes partnerships with Google, YouTube, MSN, Orange and JCDecaux. The digital campaign will be supported by a number of music and fashion events including concerts that will be streamed live by YouTube.
French fashion designer Jean-Paul Gaultier is also creating a T-shirt featuring the Born HIV Free logo, jeweller Tiffany & Co is creating a limited edition brooch, while U2 and Amy Winehouse have donated the use of their tracks With or Without You and Back to Black as the soundtracks for two additional campaign films.
The Global Fund aims to achieve more than 1 billion website hits between the launch on Wednesday (19 May) and 5 October. The initiative is chiefly funded by government donations from the UK, US and Europe.