The Brand that Gave Birth to a Movement- the Born Hiv Free Campaign

Abstract

Launched in May 20 I0, the Global Fund's Born HIV Free campaign hadtwo goals: putting the goal of no child being born with HIV by 2015 on national andinternational political agendas, and rallying support for the Global Fund's work andmission. Born HIV Free brought together social media giants, celebrities and artistsin a partnership that brought massive amounts of attention around an issue nowchampioned today by the world's most influential political leaders. Yet, with thecampaign's enormous success of creating excitement for getting to an HIV-freegeneration by 2015, came the inherent challenges of managing the Global Fund'sbrand while keeping it an integral part of the narrative.