In the past twenty-five years, HIV/AIDS has gone from a verboten topic to a mainstream focus for healthcare providers, corporations and marketers. HIV/AIDS drugs and treatment options are big business. And many corporations and marketers now use national and international observances such as World AIDS Day to announce new programs, partnerships or other efforts.
As we continue our week-long conversation about this year’s observance of World AIDS Day (December 1), we thought it would be interesting to take a look at what different organizations and marketers are doing this year to mark the occasion. Here’s a representative sampling of the activities corporations are conducting in the U.S., often in partnership with leading national or local HIV/AIDS service or research organizations:
-
Light to Unite for World AIDS Day, an interactive campaign to raise awareness of HIV/AIDS sponsored by Bristol Myers-Squibb in coordination with the National AIDS Trust.
-
“Through Their Eyes” photo exhibit at the Hokin Gallery, Columbia College, Chicago, Illinois, from November 30, 2006 through January 10, 2007 (sponsored by FH client Abbott Laboratories)
-
“Red, Hot and Rouge” fundraiser for Whitman-Walker Clinic in Washington, D.C. sponsored by Kimpton Hotels at the Hotel Rouge in Washington on Thursday, November 30
-
WAM Dance in Los Angeles on December 1, 2006, sponsored by the Entertainment AIDS Alliance, Clear Channel and Tom Whitman Presents (to benefit AIDS Project Los Angeles)
-
Wrap & Rap with GMHC and Barnes & Noble, a community outreach and fundraising effort for Gay Men’s Health Crisis held Saturdays in December at the Barnes & Noble store at 675 Sixth Avenue at 22nd Street in New York City (starting Saturday, December 2)
Although I wouldn’t support a campaign that lacks a clear focus on education and outreach and a positive, constructive message, I think corporate engagement on HIV/AIDS education is critically important to keeping the dialogue going on HIV/AIDS prevention, treatment and care. Engaging the public on this issue is increasingly difficult; if responsible corporate activities can increase public involvement, then they should be embraced and supported.
What do you think? Do these campaigns work? Are there other public education efforts that we should know about? Drop us a line to let us know your thoughts or share additional information with us.
Special Note:
As we wrap up our first theme week, we’re going to feature conversations with two leading figures in the HIV/AIDS community in the United States. Tomorrow, we’ll feature a Q&A with Donald Blanchon, executive director of Whitman-Walker Clinic in Washington, D.C. On Friday, check back for a Q&A with Dr. Marjorie Hill, chief executive officer of Gay Men’s Health Crisis in New York City.
SUBSCRIBE