Agencies back Aids initiative
Marketing, Wednesday, 21 June 2006, 12:00am,
Seven advertising agencies have thrown their weight behind the Global Media Aids Initiative (GMAI).
The aim of the project, which was launched by UN secretary-general Kofi Annan in 2004, is to mobilise the media to tackle the disease.
Grey, Cake, JWT, Ogilvy & Mather, Wieden & Kennedy, Y&R and Lowe Worldwide have each created an execution that will break on World Aids Day on 1 December.
Each ad will tackle a specific issue, such as the spread of Aids and gender inequality. They will be created free of charge.
The ads will be broadcast on digital channels including the 50 MTV channels in a bid to reach 1.3bn viewers. They will also appear on MTV websites, broadband services and on mobile TV channels.
This article was first published on Marketing
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