Client

Bank of America

Problem

How could Bank of America use its influence to help fight the spread of AIDS?

Executions

Activation, Digital, OOH, Social

Since the beginning of 2014, Bank of America’s partnership with (RED) has generated over $10 million toward the fight against AIDS.

The funds are specifically targeted toward the prevention of HIV transmission from mother to child. This year, we traveled to Africa with internationally renowned photographer Rankin to tell the stories of the mothers and children whose lives have been transformed by life-saving antiretroviral medications – medications that cost as little as 30 cents a day. The goal of the campaign is to put a human face on the progress being made in the fight against HIV/AIDS and to raise awareness and contributions for the work still to be done. Bank of America’s donations to-date have provided more than 33 million days of life-saving medication. Together, we’re one step closer to ending AIDS.

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Case Study

  • 33 million days of life-saving medication provided
  • $10 million generated towards the fight against AIDS

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