Band-Aid brought their new partnership with (RED) to us, asking my team to develop a campaign that would help launch the partnership and inspire consumers to take action and purchase. I co-led an inter-agency workshop for the client to align on a core campaign theme and develop an integrated activation plan. Then I led a creative team in the development of the actual campaign, ideating against those objectives. 

The result? #BandTogether. When it comes to tackling a challenge like AIDS, it has, and will, take a movement. That’s why it made total sense for BAND-AID®, a symbol of care for over 100 years, to call on everyone to join forces in the fight to end AIDS—not in some distant future, but in our lifetime. 

Participating was easy: buy it! Sharing, too: wear it! The campaign launched exclusively at CVS, empowering consumers to buy a pack and wear Band-Aid (RED) as a symbol of collective action in the fight against AIDS. Band-Aid leveraged the corporate social responsibility power of J&J, engaging almost 100 multi-tiered influencers who rallied their followers to band together across three roll-out waves leading up to World AIDS Day, generating millions of impressions. By then the brand saw sales go up 25% and category incrementality go up 61%, but the metric that mattered most to all involved was this: it had already raised more than 57,000 days of life-saving HIV medication.

These metrics aren’t too shabby either: 76 influencers, 4.6m impressions, 3.1m reach, and 320k engagements. In fact, the program’s success helped our PR partner win a Sabre award in 2020.

Press with spokesperson Laverne Cox: People, Bustle, Yahoo Entertainment, Stylecaster, Instinct Magazine, Madame Noire, Daily Mail (UK), BET, Gay Times (UK), and more

creative director: Chris Newkirk creatives: Sam Dickson, Caitlin Seyfert