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Light to Unite / 2006 / SML (agency: IconNicholson) | by See-ming Lee (SML)
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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.


SML Roles

+ Creative Direction / Art Direction / Lead Design

+ Interaction Design + Flash prototyping



+ Jabe Bloom (Google / LinkedIn)

+ Jennifer Crowe (Google)

+ Hillary Savage (Google / LinkedIn)

+ Mark Hopkins (Google)

+ Scott Friedberg (Google / LinkedIn)

+ See-ming Lee (Blog / Google / LinkedIn)

+ Stephen Baker aka Steve Baker (Google / LinkedIn)


Awards + Recognition

+ Step Inside Design: Step Best of Web 2007

+ Web Marketing Association (WMA) 2007 WebAward, Outstanding Website

+ World Wide Web Health Awards 2007: Silver


Step Inside Design article

September + October 2007 Print Edition

Step 2007 Best of Web

Winning Sites: (



“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.”


Michelle Taute (LinkedIn) / Writer + Editor


Copyright 2007 Step Inside Design. All rights reserved.


Related SML

+ SML Flickr Set: Light to Unite 2006

+ SML Pro Blog: Light to Unite 2006 = Best of Web 2007 / Step Inside Design

+ SML Pro Blog: BMS Light to Unite for World AIDS Day 2006 = Web Marketing Association's WebAwards 2007 Outstanding Website

+ SML Twitter: Ecstatic!



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Taken on December 1, 2006