AIDS WALK: 2009 Campaign

Challenge

After making powerful strides in the community for over two decades, AIDS WALK Kansas City needed a way to raise awareness about the fact that HIV/AIDS was still affecting our population at alarming rates. With advancements in treatment and disease prevention over the past few years, a sense of complacency could easily cause individuals to lose sight of how they could still have an impact.

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Alternative Views

Insight

Educating the public on the reality of HIV/AIDS and the impact it is having on people right here in our community is an important first step. But it’s not enough. We needed to create a sense of urgency, evoke action and make it easy for people to step up to the cause.

Uncommonsense

The “Don’t just stand there” campaign focused on getting people to take action—whether through walking in the event or participating in fund-raising opportunities. By redesigning the event website we made it easy to find and share information about the cause and upcoming events. Simplified site administration also allowed for ease in updating content. To raise awareness and drive traffic we created a multi-use piece that could easily be shared like a flyer, which also unfolded to reveal a full-size poster. As a result, the campaign helped contribute to a successful event with nearly 4,000 in attendance and over $432,000 raised.