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The pitch One issue. Three agencies. Lots of great ideas.

OUTLOOK asked three branding and communication agencies to give us their best thinking on a new global campaign to end HIV-related restrictions on entry, stay and residence—often summarized as ‘travel restrictions’.

Each agency has presented their ‘pitch’—a creative proposal that shows how an idea can be promoted.

THE BRIEFCreate a visual campaign aimed at travellers in an airport, for an in-flight magazine or for a web site.

Agency 1.LEO BURNETT INDIA Mumbai | leoburnett.com

CONCEPT—The flight pathTo explain the concept of travel restrictions we wanted a striking yet simple visual anchor to represent the impact of these restrictions. A global flight path map is a direct representation of travel. This creative communication was re-enforced by looping the flight paths into small AIDS ribbons—the most widely known visible cue of the global AIDS movement. With a visual that is direct, upfront and eye-catching, the large, bold headlines draw attention to the countries that restrict people living with HIV from entering. The tagline supports a call to action and encourages readers to find out more about the campaign.

Text: Today 51 countries impose travel restrictions on people living with HIV. These travel restrictions serve no purpose other than to reinforce stigma and discrimination. Let’s come together and raise our voice against them. Support the global campaign to end travel restrictions today at unaids.org.

About Together with its partners, Leo Burnett India strives to put meaningful human purpose at the centre of its client’s brands, to transform the way people think, feel and ultimately behave. Leo Burnett is part of the Publicis Group, with 96 offices worldwide in 84 countries.

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Agency 2.MOVING BRANDSLondon | movingbrands.com

CONCEPT—The red tapeRed tape has long been a powerful symbol of bureaucracy, petty mindedness and needless restriction across all aspects of political and normal, everyday life. We want to use this symbolism to bring awareness to the issue and to encourage and engage the public to help cut the restrictions against people living with HIV. The graphic approach uses a custom-made roll of adhesive tape that can be used in various situations and settings. It can be placed over billboards, magazine covers, web sites and out on the street. It will also translate as a graphic device across all print, digital and onscreen media. There will be two types of tape: one will have a list of countries with travel restrictions and the other will carry the campaign message.

Text: Help us cut the red tape: 51 countries impose needless travel restrictions on people living with HIV. For more information please visit unaids.org.

About Moving Brands is an independent, award-winning branding company with creative studios in London, Zurich, Tokyo and San Francisco. Through its unique approach to brand strategy, brand identity and brand experience it creates powerful new ways for brands to connect with people, and people to connect with brands. Our aim is to redefine branding by setting new standards of creativity for a moving world.

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Agency 3. YOUNG & RUBICAM BRANDSGeneva | yrbc.com

CONCEPT 1—It’s a different worldIf you are HIV-positive and want to travel, it is truly a different world—it’s as if some countries just don’t exist. That’s what this idea brings to life with a simple graphic of the world with those countries that have travel restrictions. The world map is iconic and is something we all recognize. When you redraw it—as HIV travel restrictions have—the world looks like a very different place and somewhere we don’t recognize. That’s the idea behind this ad.

Text: 51 countries impose travel restrictions on HIV-positive people for no reason. Help us open the borders at unaids.org

CONCEPT 2—The ironic truthTravel restrictions for people living with HIV have no grounds for existence. Yet there are still so many countries that impose them. Through a series of simple but powerful headlines we hammer home the truth that travel restrictions for people living with HIV are pointless, prejudicial and hurt rather than help. The idea is to use light wit and irony to make it impossible to avoid the conclusion that travel restrictions for people living with HIV are simply wrong!

Text: If you’re HIV-positive half the world doesn’t want to know you. 51 countries impose travel restrictions on HIV-positive people for no reason. Help us open the borders at unaids.org.

About Young & Rubicam Brands Geneva is an integrated marketing agency that focuses on delivering to clients ‘ideas before advertising, ideas beyond advertising’. The office houses under one roof Group companies Y&R (advertising), Cohn & Wolfe (public relations), Wunderman (relationship marketing), Landor (branding and design) and Y&R Business Communications (B2B communications), as well as Y&R Business Consultants and media planning and buying through Mediaedge:CIA. Through an internal accounting philosophy and system that removes the need to promote a particular discipline, clients are assured of a marketing approach that provides the best possible return on their total marketing budget.

Apparently ignorance is more contagious than HIV.51 countries impose travel restrictions on people living with HIV for no reason. Help us open the borders at www.unaids.org

“Ladies & gentlemen, we wish you a pleasant trip and kindly remind you that for no apparent reason this is an HIV-negative flight.”51 countries impose travel restrictions on people living with HIV for no reason. Help us open the borders at www.unaids.org