Cannes Lions
THJNK, Hamburg / DOTHIV GEMEINNUTZIGER / 2016
Awards:
Overview
Entries
Credits
Description
We harness the power of the Internet in
the fight against HIV. To do that, we set up a new top-level
domain: .hiv. Companies acquire the domain extension and
use it alongside their standard company URL. Users who click
on a .hiv address trigger a donation to projects combating HIV.
This way, over 2.5 billion people worldwide can contribute to
eradicating the virus once and for all with just one click.
Execution
Following years of negotiations, the
new top-level domain was approved by the Internet Corporation
for Assigned Names and Numbers (ICANN) and went live.
Amazon was the first company to acquire a .hiv address,
followed by many other international brands including LinkedIn,
YouTube, Hyundai, Otto and Sixt. In the first year alone, more
than 170,000 people visited .hiv sites and generated many
thousands of dollars for the fight against HIV.
2015 started with the action"Digital Red Ribbons for Everyone",
the sale of .hiv pages for individuals. Since then, many
thousands of dollars for the fight against HIV are collected.
Outcome
Amazon was the first company to acquire a .hiv address,
followed by many other international brands including LinkedIn,
YouTube, Hyundai, Otto and Sixt. In the first year alone, more
than 170,000 people visited .hiv sites and generated many
thousands of dollars for the fight against HIV.
2015 started with the action"Digital Red Ribbons for Everyone",
the sale of .hiv pages for individuals. Since then, many
thousands of dollars for the fight against HIV are collected.
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