HIV / AIDS Charity, Crusaid – now part of Terrence Higgins Trust – briefed us to create an advertising campaign to increase awareness among 25-40 year old cosmopolitans, whatever their orientation, and drive donations for their annual World AIDS Day campaign.

Our strategy was simple: remind people that turning a blind eye will benefit no one. With the iconic red ribbon being synonymous with World AIDS Day and HIV / AIDS charities and organisations around the world, we commissioned original photography supported by impactful copy and CTAs.

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