Vangardist Magazine wanted to activate people to fight against HIV-related stigma. So, what better way to connect people to the issue than by printing their whole edition with the cause of the stigma itself – HIV-positive blood. It created awareness of the issue with the reader in a heartbeat and rallied people to share the topic via social media with #hivheroes.

• One of the most trending topics on the net

• Received broad coverage on platforms like buzzfeed, mashable, iflscience.com

• Over 5,2m shares in the first ten days of the campaign

• More than 20mins of live overage on news channels such as CBS-News, BBC, AlJazeera, etc

• Reaching out to an estimated audience of 32million

• Over 300 publications covered the topic in 28 countries across the globe.

• All coverage added up to an earned media value of USD 1,98m

• On the day of entry, the edition was on its way to selling out, raising potentially EUR 150K of donations.