Bank of America’s latest (RED) campaign may just be heralded as one of the best of 2014. The company built upon its commitment to HIV AIDS with a multi-faceted World AIDS Day campaign that seamlessly integrated on- and offline engagement, a clear call to action and astounding impact. Through original, compelling content that both educated and entertained, Bank of America enlisted millions of supporters to act.
Bank of America came out strong on December 1, 2014, to help make World AIDS day the tipping point in the fight to an AIDS-free generation. To kick things off, Bank of America partnered with Bono to create the “One Step Closer” PSA to highlight how just 40 cents could provide two life-saving pills to a mother with HIV AIDS in order to prevent transmission of the virus to her baby. The video directed viewers to a microsite featuring personal stories, anecdotes of impact, ways consumers can get involved as well as integrated social media buttons to share content.
On Monday, Bank of America extended their efforts offline and encouraged consumers to get involved at the register – for each purchase made with a Bank of America debit card, Bank of America donated 10 cents to the UN Foundation Fund for AIDS, Tuberculosis and Malaria, while every beverage purchased at Starbucks using a registered My Starbucks Card triggered another 10 cents to the fight. As a grand finale, Bank of America planned a big “thank you” event at 7:30pm ET on Monday night, which consumers could add to their calendars through a downloadable calendar reminder. The event featured a streamable concert with U2, Kanye West, Bruce Springsteen, Chris Martin and Carrie Underwood, interspersed with PSAs from celebrities and President Obama. The video included a button for consumers to seamlessly donate on the UN Foundation website, triggering a dollar for dollar match from Bank of America up to $1,000 per donor for a maximum of $2,000,000 overall.
Bank of America and (RED)’s World AIDS Day rallying cry was heard far and wide due to its multilayered approach – a combination of providing simple ways to donate, sharing tangible impact and delivering compelling content on- and offline. With over $3,000,000 raised in one day, Bank of America and (RED) are one step closer to delivering an AIDS free generation.