Starbucks wanted its holiday initiative to stand out from the traditionally shallow and meaningless seasonal marketing while also promoting itself as a community-based company. We met these challenges by helping Starbucks use its global reach to effect positive change in the world.

We decided to raise awareness and donations for the Global Fund to Fight AIDS in Africa through a live event – one that would involve people from around the world.On December 7th, musicians from over 156 countries united to participate in the unprecedented global event. Together they sang “All You Need Is Love” at exactly 1:30 pm GMT. The live footage was streamed onto screens at a London event and online at www.StarbucksLoveProject.com. This allowed the whole world to view the event and sing along with the performers.The event set a Guinness World Record™ for “Most Nations in an Online Sing-along.” To commemorate it and spread the word, we compiled all the performances into a video that was shown online.

This project, along with our overall Holiday promotion, helped generate enough money to buy more than seven million daily doses of medicine for people living with HIV in Africa.