The AIDS Trust of Australia ran a national campaign in 2008 encouraging members of the public to buy a red ribbon in support of the World AIDS Day fundraising appeal. Singer Marcia Hines, a popular judge on Australian Idol, provided the voice over for a television commercial in which everyday Australians revealed that they know someone affected by the HIV virus.
Click on the image below to play the Red Ribbon video in YouTube (HD)
“The concept focuses on people in every day situations who have loved ones affected by HIV/AIDS,” said ACON (AIDS Council of NSW) President Mark Orr. “Their love is symbolised as a glowing red heart which is eventually revealed as a red ribbon. Basically we’re asking people to have a heart and show they care by wearing a red ribbon or making a donation on World AIDS Day.”
Ms Hines says she hopes the campaign will help people understand that with 20 Australians being diagnosed with the virus every week, HIV is still a major health issue.
“I’ve lost friends to HIV/AIDS and I have friends who are living with the virus so it’s an issue that affects me personally,” she says. “Right now there are almost 17,000 Australians living with HIV. When you take into account their partners, family, friends and carers, there are hundreds of thousands of people just here in Australia whose lives have been affected. And while there’s been some important medical advances in recent years, many people with HIV are doing it tough. The Red Ribbon Appeal is an opportunity for us to help these people as well as support programs that prevent the spread of HIV in our community.”
The Wear a Red Ribbon ad was developed at The Works, Sydney, by executive creative director Kevin MacMillan, creative director Adrian Goldthorpe, copywriter Sinead Roarty, account manager Melissa Leong.
Filming was shot by director Husein Alicajic via Area 51, Foxtel Management, with director of photography David Knight, creative director Dei Al-Ayoubi, producer Tina Schiano and line producer Leesa Daniels.
Post production was done at Engine, Sydney, by executive producer Alistair Stephen, design director Finn Spencer, senior VFX artist Lee Sandiford, assistant VFX artist Alex Lay, and editor Husein Alicajic.
Sound was mixed at Sound Reservoir. Music was composed by Lukas Farry.