Campaign: Move It!

UNAIDS has launched a television and social media campaign to create a groundswell of support for the AIDS response in the lead-up to the United Nations (UN) General Assembly High Level Meeting on AIDS. This key meeting of UN Member States and civil society, from 8-10 June 2011, is an important opportunity for global leaders to move the AIDS agenda forward.

“The aim of this campaign is to reenergize the global AIDS movement and encourage leaders around the world to recommit to the goal of universal access to HIV prevention, treatment, care and support,” said Tim Martineau, UNAIDS Director of Programme Effectiveness and Country Support.

The campaign, called Move It!, uses the bicycle as a vehicle to raise awareness around HIV— the spinning wheels symbolizing the movement and force of the AIDS response. Designed by the Geneva-based branch of advertising agency Saatchi & Saatchi, simple animations on spinning bicycle wheels communicate the message: Zero new HIV infections, Zero discrimination, Zero AIDS-related deaths. As part of the campaign, a public service announcement will be broadcast across Africa.

“Through this campaign, people can decorate their own bikes with animations and share photos of their creations on the UNAIDS page of Facebook to support this great cause,” said Leon Jacobs, a creative director at Saatchi & Saatchi. “We are pleased to support UNAIDS in their efforts to roll out this campaign across Africa and the world,” he added.

UNAIDS fans on Facebook can vote for the “best bike” and winners be announced at the High Level Meeting in June.