John Davenport
Bryanston, South Africa
TitleGONE
Agency
Campaign GONE
Advertiser AIDS Helpline
Brand Sedibeng Sa Bophelo
PostedJanuary 2005
Product Helpline Service
Business Sector Disease Awareness, Support Groups & Associations
Tagline By 2010 life expectancy in Africa will be 45. Anyone older will be hard to find
Story We see various buildings traditionally used by pensioners. We see an old-age home, a bowling green, a bingo hall etc. They are all deserted. There is not a single person inside any of them. In this way we highlight the impact of AIDS if we do nothing to halt it's spread.
Philosophy We gave viewers a glimpse of what our society will be like if nothing is done to halt the spread of the disease: A place with a life expectancy of 45. A place with no old people.
Problem Because the devastating results of AIDS are not immediately visible, people do not take it seriously. Thus the disease continues to spread. Our task was to get people to sit up and take notice of the damage the virus is doing, and will do, to our society.
Media Type Television
Length
Market South Africa
Creative Director
Art Director
Copywriter
Account Director

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