The brief includes the redesign of the website and the development of an online marketing programme aimed at raising awareness of World Aids Day on 1 December.
The trust redesigns the website every year to reflect the changing strategy of each World Aids Day. Edelman won the 12-month contract after a pitch against five other agencies.
Last year the trust focused on the stigma and discrimination surrounding Aids and HIV and the website attracted 500,000 hits. This year the focus is on the widespread effect of HIV and Aids across all social classes, races and sexes, using the theme ‘HIV has not gone away. HIV is an issue for everyone’.
The National Aids Trust media officer Emma Bickerstaff said: ‘We’ve got together with 11 other organisations involved with Aids and HIV to organise a public event at Trafalgar Square on the day– the website will promote this. The brief for Edelman is to motivate and inspire people to get involved.’
The site will target key risk groups such as young gay men and the UK’s African community. It will be promoted via newspapers and magazines and the trust is hoping to get celebrity involvement.
Edelman Interactive Solutions director Jacqui White will lead the account.