Cannes Lions
THE GLOBAL FUND TO FIGHT AIDS, TUBERCULOSIS, AND MALARIA / GLOBAL FUND / 2011
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Accompanied by the music of Amy Winehouse, 'Baby in the Sky' shows the journey of a baby who dreams of the wonders of life to come when born HIV free. Speaking about the distinctive nature of the “Baby in the Sky” project, Jack-Antoine Charlot, a designer from Les Bonzoms said: “It was necessary to stop playing with the notion of guilt as an incentive for people to act and instead to reinforce a sense of wanting them to share and take part in something. In the case of mother-to-child HIV transmission, the medications already exist to stop it. The problem is one of mobilization.”
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