Project: Celebrating World AIDS day with OFFER

Brief
OFFER, a Kolkata based NGO dedicated to the rehabilitation of HIV+ youth was organizing an awareness raising celebration event on December 1, 2019. World AIDS Day in South City Kolkata. Huddlers, was asked to create the communication for the event to create the required awareness.

Challenges
There have been many brands and personalities over the years who have tried to highlight the stigma associated with the HIV +ve community right from Princess Diana to Sir Elton John and so many more, these efforts over the years have garnered awareness and sensitivity towards the cause and people who are living with it. So, developing a meaningful communication here was critical.
Aside the meter was ticking on a swift turnaround time which made the challenge bar set a bit higher than usual.        

Methodology
We looked at the theme of ‘Communities Make the Difference’ that was part of the UNAIDS World AIDS DAY initiative, and wove this theme into our communication for the event using illustrated elements.

We compiled and edited a short video using photographs memorable moments to showcase OFFER’s journey to aid the HIV+ children, by means of which there was increase in the awareness of what OFFER does and also draw attention to this much needed cause.

Campaign Elements
A consistent visual language was created, and our first task was to create the invite mailers that went out addressing the details of the event.

Next we looked at all the elements that we needed to be branded at the venue. We developed Venue LED content and we also developed short digital video to showcase OFFER’s journey and positive impact on the lives of HIV+ve children.

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Watch the film by clicking here

Campaign Reception
The illustrative treatment and bold colours made the communication very eye catchy. The communication garnered a lot of interest amongst the
by-standers and resulted in high footfall at the stall. People were genuinely interested in the cause and were eager to know how they could help.

What we felt about this project
Even though the window for completing everything was extremely slim, the end result of being able to incite eagerness and inquisitiveness amongst people related to what OFFER does, made all our hard work worthwhile.