First-Ever Global Outdoor Advertising Campaign
By Mike Hanlon
October 27, 2005
October 28, 2005 The first-ever global outdoor advertising campaign, was announced today - a global HIV/AIDS awareness campaign in conjunction with UNICEF. The powerful image that will be seen in more than 50 countries on six continents was also unveiled - a hand-drawn family portrait of a young girl standing beside the graves of her mother and father. The campaign hopes to raise global awareness of the need to help the world's children who are affected and infected by HIV and AIDS
Clear Channel Outdoor is donating some US$5 million in advertising space and production support to the campaign, which begins next month and will continue into 2006.
The campaign will take advantage of outdoor media's unique ability to reach motorists, pedestrians, commuters and shoppers in the world's cities by appearing on billboards, bus shelters, railway stations, buses and airports.
"We have an unprecedented opportunity to truly grab and hold the world's attention on behalf of others," said Paul Meyer, global president of Clear Channel Outdoor. "So we decided to devote the world's first-ever global outdoor campaign to a message that matters globally: the need to help the world's children who are affected and infected by HIV and AIDS."
Worldwide, an estimated 15 million children have been orphaned by AIDS. More than two million children are HIV positive and more than 500,000 have already died this year of AIDS-related causes. Although HIV and AIDS impact children globally, being able to send a single, powerful message around the world using a single outdoor advertising company has not been possible -- until now.
The chilling creative -- a hand-drawn family portrait of a young girl standing beside the graves of her mother and father -- was developed by BesterBurke of Cape Town, South Africa. The image was selected by a blue-ribbon panel of UNICEF and Clear Channel officials and goodwill ambassadors from more than 300 entries from advertising agencies worldwide. The ad will be translated into local languages and accommodate local customs in each country.
Clear Channel Outdoor offices in the following countries are donating advertising space for the campaign: Angola, Australia, Botswana, Belgium, Brazil, Chile, Canada, China, Denmark, Estonia, Finland, France, Germany, Greece, Hong Kong, India, Ireland, Italy, Korea, Latvia, Lesotho, Malawi, Mauritius, Mozambique, Lithuania, Mexico, Namibia, Netherlands, New Zealand, Norway, Peru, Poland, Russia, Slovakia, Singapore, South Africa, Spain, Swaziland, Sweden, Switzerland, Taiwan, Thailand, Turkey, Uganda, United Kingdom, Ukraine, USA, Zambia and Zimbabwe.