UNAIDS – Identity





Moving Brand’s was one of three leading branding and communication agencies invited to take part in ‘The Pitch’, a feature in Outlook magazine – the annual report from United Nations Programme on HIV/AIDS (UNAIDS). The brief was to create an attention-grabbing global campaign to help put an end to HIV-related restrictions on entry, stay and residence.

Moving Brand’s concept ‘Red Tape’ utilised the bureaucratic and restrictive symbolism of red tape to bring awareness to the issue, and to engage the public to help cut the restrictions against people living with HIV. The graphic approach used a custom-made roll of adhesive tape that can be placed over billboards, magazine covers, web sites and out on the street. It also translates as a graphic device across all print, digital and onscreen media.