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Campaign: Improving access to anti-retroviral therapy

Client: CIAI
WPP company: Ogilvy & Mather, Italy

More than a million children around the world are HIV positive. Access to anti-retroviral therapy gives them a chance to grow up and live fulfilling lives.

The Italian Centre for Aid to Children (CIAI) is an NGO working to defend children’s rights to health, family, education and enjoyment.

Its latest campaign ‘I cheated death’, supported pro bono by O&M, highlights the impact of AIDS on children and the need to increase access to medicine.

The campaign uses images of African children with cheerful mocking expressions on their faces symbolising the hope that CIAI provides to HIV-positive children in developing countries.

Improving access to anti-retroviral therapy