There is this great campaign being launched as I’m writing, and I thought you’d want to know about it.
But knowing is not enough. They need your support to be able to get governments involved. Read, sign the petition, share (on Facebook, Twitter), and ask your friends to share too. Please.
Born HIV Free
We need millions of people to make their voices heard. To reach them we will ask you to spread the message. How many online friends, fans and followers do you have? 100? 500? 10,000? Use ‘suggest to friends’ on the left of this page and invite your friends to join. Let them all know about the campaign. Who wouldn’t want to do their part to ensure a AIDS-free generation?
Supporting campaign resources from RED
The Lazarus Effect – Red & HBO
The Lazarus Effect
Bono and Alek Wek on the RED carpet at the launch of the Lazarus Effect
And now, the official press release for those who want more. (Contact details at the end)
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What is it?
The BORN HIV FREE campaign has been created to mobilize public support for the work of The Global Fund and for a world where no child is born with HIV (the virus that causes AIDS) by 2015. Originated and supported by Carla Bruni-Sarkozy, Global Fund Ambassador, this is the largest ever digital media campaign of its kind. At the core of the campaign is a series of entertaining films and events intended to inspire people to sign up online in support of The Global Fund’s mission.
Transmission of HIV from mothers to their children has nearly been eliminated in Europe, North America and other industrialized parts of the world. In contrast, in developing countries, 430,000 children are born with HIV every year – that is well over 1,000 every day. The campaign’s main message is that “We can put a stop to this in the next five years. A world where all children are BORN HIV FREE is now possible”.
Launched on 19 May 2010, in five languages: English, French, Spanish, German and Italian. the campaign uses a set of innovative and imaginative animated films across digital and traditional media platforms to spread awareness about the opportunity the world has to ensure a virtually HIV-free generation by 2015 and to generate support for this goal – and the Global Fund’s wider mission of fighting AIDS, tuberculosis and malaria. The campaign appeals to all viewers to show their support by signing their name on the campaign’s “virtual wall of support”.
The campaign will run until October 2010.
Why is The Global Fund promoting this?
This year the Global Fund is requesting its donors to pledge contributions for the next three years. It has estimated a financial demand for up to US$20 billion for these three years. The Global Fund currently channels nearly a quarter of all international resources to fight AIDS, but more than half of the resources to prevent transmission of HIV from mothers to children, as well as more than half of the people receiving AIDS treatment around the world. In addition, the institution channels around two thirds of the resources invested against tuberculosis and malaria.
By focusing on a world where virtually all children can be BORN HIV FREE, the campaign is drawing attention to one of the many ambitious goals the world can achieve if it continues to increase investments in global health. By signing up on the “virtual wall of support”, people can signal to their country’s government that they approve of the use of public resources to fight these global pandemics and to achieve ambitious global goals, such as a virtually HIV-free generation.
Given that The Global Fund relies predominantly on public funding for its resource needs, the campaign is not a direct fund-raising campaign and does not ask individuals to contribute money. It simply asks people – by the simple act of clicking a button – to register their support for BORN HIV FREE and for the work of The Global Fund.
The Global Fund will publicize the levels of interest, awareness and support as the campaign progresses.
How has the campaign come about?
The campaign was conceived by Julien Civange at the request of Carla Bruni-Sarkozy, and co-produced with The Global Fund. The campaign films were produced by Oscar-winning production company H5, as well as by Passion Paris, TWA/MAP and NEXUS Productions, focusing on the promise of life fulfilled for children who are protected from HIV. The animations will be distributed through various social and mass media platforms and be supplemented with a film by the award-winning Swedish animator Jonas Odell showcasing the tremendous advances made in the fight against the three diseases since the inception of The Global Fund in 2002. The campaign web site was designed and developed by red design, and the YouTube channel was developed by type3.
A number of official partners have joined together to support this cause: Google, YouTube, MSN, Orange and JC Decaux.
Why launch the campaign now?
On 5 October 2010, UN Secretary-General Ban Ki-moon will chair a meeting of donor countries in New York where they will pledge financial support to The Global Fund for the next three years (2011-2013) to fight the three diseases. Given the Global Fund’s large share of global financing for the fight against the three pandemics, the level of financing secured will largely determine whether the battle to virtually eliminate mother to child transmission of the virus by 2015 – as well as other targets, such as a end to deaths from malaria and dramatic reductions in the burden of tuberculosis – will be won or lost.
A majority of The Global Fund’s financial resources come from public sources. The United States is the single largest donor and of the top 16 government donors, twelve are from Europe. Japan, Canada and Australia are the other major donors.
Strong support from the public is needed to enable donor countries’ leaders to continue increased investments in The Global Fund so that a HIV-free generation can become a reality.
For more details on The Global Fund’s resource needs click: http://www.theglobalfund.org/en/resources/?lang=en
What is The Global Fund?
The Global Fund is a unique global public/private partnership dedicated to attracting and disbursing resources to prevent and treat HIV and AIDS, tuberculosis and malaria. Since its creation in 2002, The Global Fund has become the main source of finance for programs to fight AIDS, TB and malaria, with approved funding of US$ 19.3 billion for more than 572 programs in 144 countries. It provides a quarter of all international financing for AIDS globally, two-thirds for tuberculosis and three quarters for malaria. For more on the Global Fund see www.theglobalfund.org
What is the link between Carla Bruni-Sarkozy and the Global Fund?
Carla Bruni-Sarkozy became a Global Ambassador for the Global Fund for the Protection of Women and Children Against AIDS in December 2008. At the announcement of her ambassadorship, she declared that one of the ways she wanted to act as an ambassador was to engage the world of art, culture, fashion and entertainment for the cause of ensuring that virtually all children are BORN HIV FREE. The campaign grew out of this commitment.
For more information contact:
Andrew Hurst – Media Relations Manager
Office: +41 58 791 16 72
Mobile: +41 79 561 68 07