Light to Unite / 2006 / SML (agency: IconNicholson)
BMS Light to Unite for World AIDS Day
Light to Unite is an annual campaign created by Bristol-Myers Squibb to raise awareness and funds for HIV/AIDS treatment and prevention in the U.S. The site raises money by allowing visitors to light a candle. For every person who completed this simple act, BMS donated $1 (up to $100,000) to the National AIDS Fund.
The site also allows visitors to read stories about the epidemic, share their own stories and increase the impact of BMS’s contribution by making additional donations to the cause.
During the roughly 7-week campaign which started on World AIDS Day, more than 1.8 million candles were lit – which is all the more impressive when you realize that the majority of the site’s traffic came from word-of-mouth and not paid media.
+ Creative Direction / Art Direction / Lead Design
+ Interaction Design + Flash prototyping
+ Jennifer Crowe (Google)
+ Mark Hopkins (Google)
Awards + Recognition
Step Inside Design article
September + October 2007 Print Edition
Step 2007 Best of Web
Winning Sites: LightToUnite.org (LightToUnite.org)
“Light is the metaphor for hope and knowledge,” says Gregg Fisher, vice president of Health and Life Science Practice at IconNicholson.
So it only seems appropriate that the firm developed an interactive candle-lighting experience for the 2006 Light to Unite website. This annual campaign from Bristol-Myers Squibb raises awareness as well as funds for HIV/AIDS treatment and prevention in the U.S.
“When people start to think about AIDS, they often think about Africa,” says See-ming Lee, art director and senior interface engineer. “It’s still a very serious disease in the United States.”
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