Cannes Lions

Fighting the virus with clicks

THJNK, Hamburg / DOTHIV GEMEINNUTZIGER / 2016

Awards:

1 Shortlisted Cannes Lions
Case Film
Case Film
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Overview

Entries

Credits

OVERVIEW

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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