Our client is a longtime supporter and partner with the charity (RED). Actively involved in the fight against Aids in terms of financial contributions and logistic solutions. They are of the belief that anywhere that you can get their product you should also be able to get the medication needed to combat this terrible disease. This is their contribution in the fight against AIDS.

A teen is infected with HIV every 2 minutes. 400 babies will be born HIV-positive. 1 in 5 Africans live with the disease. Nearly 1 million lives lost annually. These are all happening today. However, most people are unaware about the devastating impact of AIDS. the impact it's had and continues to have on the world.

Our Goal was to change that. Our brief: To raise awareness of AIDS globally to help eradicate the disease once and for all.

The creative idea was as simple as it was fortuitous. 2018 was the 25th anniversary of the iconic film about AIDS-- “Philadelphia” starring Tom Hanks and Denzel Washington-- a film that looked to change cultural perception of the disease. From fear and disgust to one of compassion and humanity.

Therefore, the creative idea was to create an integrated campaign grounded by a short documentary film called “The Last Mile. “ The film reassembled the original cast and screenwriter along with a modern protagonist in Africa to show the world just how much progress has been made-- and how much there is still to do.

Developed by award-winning director Kim Synder (Newtown) and Academy award-winning producer Evan Hayes (Free Solo), “The Last Mile” tells the story of AIDS at the intersection of past and present, fiction and fact and personal and worldwide.

The strategy was to put the film where it mattered most-- social media. We put it where it could be easily shared, tweeted, re-tweeted, liked and commented on. We focused on Facebook and Amazon, where audiences were just a click away from the featurette and from a donation. We also leaned on the talent to share the film and reach out to their fans.

We created digital assets such as banners, YouTube media and Instagram Stories to expose a new audience to the problem and pull people to watch the film.

“The Last Mile” trailer was released 29th October, on social media.

Sony Pictures released a remastered 25th Anniversary Edition of Philadelphia including “The Last Mile” content at retail.

The full Featurette was released 12th November online, supported by screenings in Philadelphia and Atlanta, timed to build toward World AIDS Day weekend and with a limited run on cinema screens and streaming services packaged with the movie Philadelphia.

Concurrently, the Featurette was released independently on Amazon Prime, Facebook, National Geographic and YouTube leveraging World AIDS Day Shopathon activities.

Ron Nyswaner, the Philadelphia screenwriter, participated in a Reddit ‘Ask Me Anything’.

Additionally, partnering with Wondery Podcasts, we created an exclusive 2-episode podcast about the original film, “The Last Mile” and their respective backstories.

With paid social and digital media supporting the release and driving reach, the campaign peaked during World AIDS Day (1st Dec 2018) finishing its run 31st December 2018.

In its first week, “The Last Mile” garnered:

186MM Impressions on traditional and social channels

545,000 streams on Facebook

90,000 views on NatGeo platforms

6,000 streams on Amazon Prime

181,000 Wondery Podcast downloads

55 earned media placements and social posts

150,000 distribution of the remastered Blu Ray of Philadelphia