Bank of America: The first AIDS-free generation

This case study describes how the Bank of America helped revive the public interest in fighting AIDS by boosting donations to (RED).

Bank of America: The first AIDS-free generation

Starcom Mediavest Group Chicago

What were the objectives for the creative work?

In January of 2014, Bank of America announced a partnership with (RED) and U2 at the World Economic Forum in Davos, committing $10 million over the next two years for (RED)'s fight against AIDS.

The challenge? Raise awareness for a global cause that had largely fallen out of the American consciousness. For most Americans, AIDS just wasn't an important issue anymore. What Americans didn't realize was how close we were to being able to completely eradicate mother-to-child HIV transmission globally.

But...

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