BRANDING, DIGITAL, ACTIVATION > Senior Copywriter. Coke (RED) had a mission to usher in the first generation born free of AIDS, with zero deaths by 2015. I worked with ignition, the global experiential agency to craft the manifesto. The world's largest dance party brought hundreds of thousands of teens together to make it happen, along with Tiesto, DeadMau5 and Skrillex.
Now 2019, I wanted to know. What happened in 2015? According to Avert.org, global info and education on HIV and AIDS, “By 2015, seven countries in East and Southern Africa had greater than 90% coverage of PMTCT services. This includes South Africa, which is home to 25% of the region’s pregnant women living with HIV. East and Southern Africa has achieved the largest decline in MTCT anywhere in the world, falling from 18% of infants born to mothers living with HIV in 2010 to 6% in 2015—a threefold decrease.” 28. I’m not disillusioned in thinking this site or these words had anything to do with this modicum of hope. I do think I learned something (thanks advertising?).