With so many charities and charitable organizations all doing their best to do great things, the need to stand out when looking for donations or participation is greater than ever before. But the nature of getting people’s attention has also changed. No longer can we rely on emotional communications. To stand out, some charities ask the participant to act, behave in, often, outlandish ways. In some cases, the behavior that is asked of the participant is what defines the charity itself.
Out of this observation was born the idea behind our AidsWalk “For Aids” campaign. AIDS Walk for Life is an annual national awareness and fundraising event that raises money for programs and services that help Canadian living with HIV/AIDS. What AidsWalk asks of you is simple: All you have to do is walk, donate, or both. We’ll leave all the alterations in appearance and behaviour up to the others out there looking for your help.
It was an insight TBWA\TORONTO arrived at after being briefed about the business challenge AidsWalk had been experiencing in recent years, particularly when reaching new, younger audiences. Our job was not just raise our profile amongst charities, but to create a campaign that helps raise funds, and awareness specifically amongst “Millenials”.
Interestingly enough, despite the seriousness of the subject, HIV/AIDS isn’t something most young people today experience first or even second-hand. So instead of focusing on sad stories or creating an epic treatise on the disease, we’ve employed a more fun, left-field approach by taking a good-natured potshot at charity culture and all the silly things people do for charities these days. Not at anyone’s expense, but to demonstrate the simplicity of what’s involved when you participate in AIDS Walk for Life.
From hosting extremely particular bake sales, to growing actual tails, excessive push-ups, and employing special effects for the good of charity, the film “For Aids” makes it clear that raising awareness for a good cause can be easy, as well as a great deal of fun.
See the film here:
Visit AidsWalk here: