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Seven agencies including Ogilvy and Y&R launch World Aids Day Campaign

28 November, 2006

Seven of the world’s leading advertising and marketing agencies have collaborated to produce a new multi-platform campaign, Turn on TV, on HIV and AIDS prevention in support of the Global Media AIDS Initiative (GMAI). The agencies, which include 180 Amsterdam, Cake, Lowe Worldwide, Ogilvy, Wieden + Kennedy 12 and Y&R, have partnered with WPP and MTV Networks International to debut the campaign on World AIDS Day, 1st December.

The 24 spots will be made available to all MTV channels globally to a potential audience of more than one billion people, as well as on MTV’s Web and mobile platforms, through the Staying Alive campaign ( They address a variety of issues related to HIV prevention and stigma, as well as tackle subjects that significantly contribute to the spread of HIV.

The spots will be offered rights-free and cost-free to any broadcaster or content distributor to get critical HIV prevention messages out to the widest possible audience.

The GMAI, which was launched by UN Secretary-General Kofi Annan in 2004, aims to mobilise the world’s media in the fight against AIDS. Bill Roedy, President of MTV Networks International, is the Founding Chair of the GMAI’s Leadership Committee. Since its launch 150 companies from 76 countries have participated in developing, producing or airing HIV and AIDS messaging. The initiative was conceived by the Kaiser Family Foundation and UNAIDS.

Sir Martin Sorrell, CEO of WPP, in partnership with Mr Roedy, approached the agencies earlier this year asking them to use their expertise to fight HIV & AIDS – 25 years after the disease was first diagnosed. The agencies produced their work pro bono, and some will release additional spots early in 2007.

“This unique campaign mobilises the most innovative communications experts from the worlds of media and advertising to deliver powerful HIV prevention messages across multiple screens,” commented Mr Roedy. “The agencies have marshalled incredible talent, from their directors, designers, actors and musicians, for a campaign that addresses the hard hitting issues behind the rise in HIV infection, particularly among youth and women. Turn on TV is a great example of the important role media can play in helping prevent HIV infection through creativity and collaboration.”

“The agencies have produced powerful work with these new AIDS spots. They show what we can do when we put our creative talents to the service of the global fight against AIDS,” said Sir Martin.

Globally, 39.5 million people are now infected with HIV, with 4.3 million new infections in 2006. Every six seconds someone is infected with the virus. More than half of new infections are among young people, and more than half are among women. (Source: UNAIDS)

Turn on TV is also being made available to World Broadcasting Union members and GMAI participating companies. Other media outlets wishing to use the spots can also contact MTV Networks International (

The GMAI website is at:

Acrobat Document MTV_PressRelease_WorldAidsDay_nov06_guid1f76d863b2.pdf

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