Aids charity HopeHIV has launched its first fundraising TV campaign, created by top advertising duo Fred and Farid. The pair has produced ad campaigns for Microsoft and Pepsi and music videos for Robbie Williams.
"As a small charity there is no way that we could afford this kind of exposure,
said Adrian Gosling, director of HopeHIV. "This ad is enabling us to get our name out to millions of people and ask for their help, and this is a fantastic opportunity not often available to a charity of our size."
HopeHIV hopes the ad will recruit new donors and encourage its regular givers to continue supporting the charity.
"One of our targets is that the ad should be seen by our existing database and we hope that it will inspire them to continue giving,
"It's an excellent opportunity to push our message forward and reinforce our profile among those who have expressed an interest in helping us with our aid programmes."
The ad shows a girl dancing among gravestones and was designed to reflect the work the charity does helping HIV orphans around the world.
"There's a lot of despair around HIV, and we wanted to develop an ad that communicates a message of hope, while also raising the issue that there are 12 million African children who have lost their parents to Aids,
said Gosling. "The girl in the graveyard is surrounded by death but there is a confidence and optimism in the ad that reflects the essence of the work we do."
Ad agency BBH approached HopeHIV with the offer of developing an ad that was shot in South Africa by Fred and Farid. It is the first time the duo has worked with a UK charity.
"It's 10 times easier to shock people than to express hope and optimism for the future,
said Fred and Farid. "We wanted to show people how their donations can help children surrounded by death to have a real future."
The ad will be aired on Channel 5, ITV, Channel 4 and satellite from the beginning of June.