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Saatchi & Saatchi Offer Creative Flair to ‘Stigma Fuels HIV’ Campaign

Summary

By: Alison Phillips-Pearce, UNAIDS

In June 2011, the ‘Stigma Fuels HIV’ global multimedia campaign was launched in every UN workplace around the world representing a target audience of more than 100,000 employees in more than 140 countries.

The aim of the campaign is to create awareness about the negative impact of HIV-associated stigma and discrimination in the UN workplace and to show that there is no tolerance for such behavior.

Saatchi & Saatchi, a global advertising agency network and creative communications company headquartered in New York, provided pro-bono creative expertise in the development of a number of artwork files such as a roll-up banner, poster, flyer and empathy patches. These materials were made available by Saatchi & Saatchi and can be downloaded by all UN staff through a dedicated website. The company has 140 offices in 76 countries and is part of the Publicis Groupe, the world’s third largest communications group.

The workplace is an ideal setting for offering prevention, treatment and care services, as well as for efforts to combat HIV-related stigma and discrimination. The partnership also provided an opportunity to provide training for Saatchi & Saatchi staff members based in Geneva, Switzerland. Moreover, Saatchi & Saatchi provide pro-bono support to UN Cares and UN Plus, two interagency initiatives linked to HIV in the workforce. The ‘Stigma Fuels HIV’ campaign will be implemented worldwide with the support of the UN Cares and UN Plus network of members and volunteers.

Communication and advertising companies such as Saatchi & Saatchi have a strong interest in working on HIV-related messaging as it allows the development of highly creative campaigns and campaign materials which affords them a revered position within their industry. As a result, the campaign has the ability to reach millions of people in more than 140 countries across diverse communities and cultures.

For more information, please contact: Alison Phillips-Pearce, Private Sector Partnerships, UNAIDS.