The Global Fund to Fight AIDS, Tuberculosis and Malaria: PAUL MCCARTNEY LIVE FOR BORN HIV FREE

Credits & Description:

Category: Best Use of Social Media Marketing

Advertiser: THE GLOBAL FUND TO FIGHT AIDS, TUBERCULOSIS, AND MALARIA

Product/Service: PUBLIC AWARENESS

Agency: THE GLOBAL FUND TO FIGHT AIDS

Agency: YOUTUBE CREATIVE LAB

Date of First Appearance: Jun 27 2010

Entrant Company: THE GLOBAL FUND TO FIGHT AIDS, TUBERCULOSIS, AND MALARIA, SWITZERLAND

Media placement: Video from the stream event - YouTube - June 27



Insights, Strategy & the Idea

On 5 October 2010, donors met in New York to pledge financial contributions for the GLOBAL FUND to Fight AIDS, Tuberculosis and Malaria for the next three years. The outcome of this pledging conference would determine whether the GLOBAL FUND would be able to achieve many ambitious but achievable goals, such as ending the transmission of HIV from a mother to her child by 2015. We needed citizens in donor countries to tell their governments that they supported their countries contribution to the GLOBAL FUND. This led to the creation of the Born HIV Free campaign.



Our goal was to get as many citizens of donor countries to the GLOBAL FUND to sign an online petition stating that they supported their countries contribution to the GLOBAL FUND. To support this, we exclusively streamed Paul McCartney’s concert at "Hard Rock Calling" on June 27, 2010, on the campaign YouTube channel.



Creative Execution

In order for people to be able to watch the concert, they had to on our YouTube channel where they were informed about the campaign and were able to sign their name directly to the petition. We created a special layout of the YouTube page to promote the event, edited 2 different promotional videos that appeared between songs urging viewers to sign the petition.



We also utilized a twitter feed on the live streaming page where people could tweet directly about the event with a special hashtag.



The full concert was available to watch on our YouTube channel for 2 days after the event, and a select number of individual songs from the concert were available to watch for 1 month. Each song had a video at the beginning and end urging people to sign their name to the petition.



Results and Effectiveness

Paul McCartney's performance at "Hard Rock Calling" was the first European performance ever to be streamed via YouTube. Paul McCartney fans flooded the Born HIV Free YouTube channel and the Facebook fan page. Paul McCartney Live for Born HIV Free became a Twitter trending topic that.



The Born HIV Free YouTube page was visited more than 2 million times during the 2 days the concert was available to watch, resulting in more than 70,000 new petition signatures.