UNAIDS: Unbox Me

UNAIDS, the joint United Nations Programme on HIV and AIDS, encouraged sensitivity towards the transgender community in India and around the world with a social media and educational campaign that centred on the idea of children's treasure boxes.

Campaign details

Brand: UNAIDSBrand owner: United Nations Entrant company: FCB INDIA, Idea creation: FCB New Delhi Market: India Sector: Charities & voluntary organisations Media channels: Public relations, Social media, Mobile & apps, Word of mouth, Influencers, KOLs, Outdoor, Out-of-home Budget: No budget

Executive summary

The campaign for sensitisation to the transgender community has two components – a film and a mobile installation of unboxing, which is changing how Indian society views the transgender community.

The film not only gets to the heart of...

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