Elizabeth Glazer Pediatric AIDS Foundation

Challenge

After more than 30 years of the HIV epidemic, the world may soon witness the first AIDS-Free Generation. The Elizabeth Glazer Pediatric AIDS Foundation has made tremendous strides in the fight to end AIDS in children. However, continuing to spread awareness on mother-to-child transmission is still imperative.

Solution

FTV embarked on a social media campaign with high profile talent to develop an insurgence of messaging and knowledge. Celebrities including Naomi Watts, Hugh Jackman, Julianna Margulies, Zac Posen, Lily Aldridge, Charlize Theron, Debra Messing, and Sharon Stone all posted photos on social media wearing Keith Haring “AIDS Free Generation” custom T-Shirts and directed followers to view facts and data on the cause.