Brief: Rock4AIDS is an annual benefit concert that aims to help combat HIV/AIDS by improving education in local schools. In order to raise enough money to make a meaningful difference, we had to create a piece of communication that would convince musicians to come and perform at this year’s concert for free. Target audience: each year, the Rock4AIDS invitation is sent to different international and local bands and musicians.
Creative Execution: Over the years since Rock4AIDS’ launch, we created various invitations to the annual benefit concerts. For example, a guitar without strings, entitled ‘The silence is killing us’. In keeping with the theme of using the medium of rock music to affect a change against HIV/AIDS, we chose to use one of the most used rock instruments, drumsticks, to spread a positive message.
Creative Solution: Even though HIV/AIDS spreads like a fire in our country, we believe that a message of hope can spread just as easily. We created giant matchbooks containing drumsticks which can be pulled out and struck, and which can be used during a performance. Each matchbook serves as an invitation to local and international artists to join us at this year’s concert and to help us spark hope.
Results: We received a positive response from three of the four musicians that the invitation was sent to. Plans for the 2011 Rock4AIDS concert are underway.
This professional campaign titled 'Art for Aids, Matchbook' was published in South Africa in June, 2011. It was created for the brand: Spark Hope, by ad agency: Joe Public. This Direct medium campaign is related to the Public Interest, NGO industry and contains 1 media asset. It was submitted over 12 years ago.
Advertising Agency: Joe Public, Johannesburg, South Africa
Executive Creative Director: Pepe Marais
Creative Director: Maciek Michalski
Art Directors: Maciek Michalski, Sinome Rossum, Sophia Strydom, Freda Raubenheimer
Copywriters: Clint Bechus, Jeanine Vermaak
Photographer: David Prior