UrbanAIDS

Challenge:

Design, develop and run an events program aimed at educating youth about HIV/AIDS in Canada and Africa.

Create and produce a benefit concert with Grammy-Award winner, Alicia Keys and Canadian musicians, artists and youth organizations.

Foundation partner was UN Special Envoy for HIV/AIDS, Mr. Stephen Lewis.

Results:

12 week awareness campaign generated 1.6 million media impressions for “Keep A Child Alive” and “The Stephen Lewis Foundation”.

Key brands:

Stephen Lewis Foundation, Alicia Keys, Ricoh Coliseum, CHUM FM, Perdita Felicien.

Headlines:

“Grammy Award winner, Alicia Keys thrills Toronto crowds at UrbanAIDS, the HIV/AIDS fundraiser for Stephen Lewis Foundation.”

“Sports stars Pinball Clemmons, Damon Allen and Perdita Felicien unite with Grammy Award winner Alicia Keys to raise awareness of HIV/AIDS at UrbanAIDS.”

“Health Canada‚Äôs George Smitherman joins with Nelly Furtado all-star musicians at UrbanAIDS to raise awareness for UN Special Envoy Stephen Lewis.”