The Elizabeth Glaser Pediatric AIDS Foundation aims to end HIV for an entire generation in Sub-Saharan Africa. A simple, one-pill-a-day treatment stops the transmission from mother to child at birth. US policymakers fund this work. To keep it funded, public support is essential. We repackaged the Foundation’s work as BornFree and teamed up with fashion designers who are mothers to create unprecedented visibility and appeal.
BornFree
Pro Bono
Brand & Campaign
Concepting, Design
& Art Direction
With Trey and Viv
At Laird+Partners
📸: Herb Ritts (Swipe),
Annie Leibovitz
🎨: Wangechi Mutu
Our logo uses a bright green circle as a symbol. It signifies protection, the womb, the treatment pill and ultimately, life itself. It can be leveraged outside the lockup and and applied as a designer co-branding device, as an icon for garments and accessories and for emphasis in communication.
A brand book set the tone and lay down the vision of BornFree and generated excitement around the project and helped bring creative and business partners on board.
Print ads raised awareness of our ambitious goal by taking our case to a micro scale — making it human, intimate, and tangible – and most importantly, within reach.
Florence Ngobeni-Allen is an ambassador for the foundation behind BornFree. Her own story tells both the tragedy that BornFree exists to eradicate and the vital protection it provides access to. She now has two children who were born HIV-free.
Liya Kebede and Victoria Beckham visited families in communities for a feature in Vogue. The visits were beautifully photographed by Annie Leibovitz, who captured the program's emotional impact powerfully.
