Our goal was to get as many citizens of donor countries to the Global Fund as possible to sign an online petition stating that they supported their countries contribution to the Global Fund. Thus, we developed and implemented the concept of exclusively streaming Paul McCartney's concert at "Hard Rock Calling" on June 27, 2010, on the Born HIV Free campaign YouTube channel. In order for people to be able to watch the concert, they had to do so on our YouTube channel where they were also informed about the campaign and were able to sign their name directly to the petition.

Key results for the campaign were as follows:-700,000+ petition signatures-More than 20 million responses (clicks, video views, Facebook comments and likes, blog posts and comments)-More than 250 million campaign exposures-Paul McCartney Live for Born HIV Free (YouTube concert streaming) was a Twitter trending topic on June 27-Cost per signature and response - $0.14