McCann raises AIDS awareness digitally

MCCANN HEALTHCARE    SOHU.COM     SHANGHAI EXPO 

Shanghai - UNAIDS has partnered McCann Healthcare for an online initiative hosted by Sohu.com that attracted more than 1,000 people to send virtual postcards to commemorate International AIDS Candlelight Memorial day.

The International AIDS Candlelight Memorial falls on the third Sunday of May, which claims to be one of the largest grassroots mobilisation campaigns for HIV/AIDS awareness in the world.

The theme for this year is "Sending AIDS postcards, extending greetings from Expo", which encouraged people to fill in a few HIV/AIDS questions to receive a postcard from the UN pavilion at the Shanghai Expo on May 16.

The online initiative attracted more than 1000 registered users in less than a day.

David Shen (pictured), managing director for McCann Healthcare China, said: "Most of us have the intention of doing good things, particularly in an area such as HIV/AIDS, however the challenge, in many cases, is how to engage the audience in an easy way so they're willing to participate." 

He said the campaign made people want to participate because it's not only a social responsibility but an incentive to be associated with the Shanghai Expo as well as easy to do it online.

McCann Healthcare has worked with UNAIDS since 2009 but this is the first online campaign the agency has developed for the organisation.
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