ABOUT

Rock4AIDS believes that prevention is better than cure. Born in 2004, it’s an annual benefit concert which raises funds for the fight against HIV/AIDS through education, using one of the most powerful mediums in the world: music. Rock bands and sponsors are constantly bombarded with requests from charities. In order to break through the clutter, we needed to not only educate them as to the level of the AIDS problem in South Africa, but we also needed to do it in a manner which was striking and memorable.

SOLUTION
The Rock4AIDS direct mailer was used to target specific corporate sponsors as well as four international bands. The prospective bands and sponsors each received a giant box of antiretrovirals. Every box contained a blister pack with a set of 28 unique plectrums, each bearing a single letter, together spelling out the sentence: “Treat the cause. Not the symptoms.” Included was a leaflet styled to appear as a medical insert, with 28 pieces of information.