“It will be said in the history books that hairdressers’ involvement in education on HIV/AIDS was a defining part of ending this pandemic and making a world where people can live free of fear or stigma around HIV/AIDS.”
– New York State Senator and long-time HIV/AIDS activist Tom Duane, HAA press conference at Reuters in Times Square, Dec. 1, 2010
“Use Your Voice” was developed by the L’Oreal Foundation, in partnership with the United Nations (UNESCO) and the Global Business Coalition on HIV/AIDS, TB and Malaria (GBC); informed by the latest U.S. Centers for Disease Control and Prevention (CDC) data and messaging; fueled by web tools customized for HAA by AIDS.gov of the U.S. Department of Health and Human Services; and aligned with the White House’s National HIV/AIDS Strategy. The result was incredible: a data-driven, grassroots, public-private HIV education partnership campaign like no other in memory.
Thanks in large part to a major public relations and grassroots outreach effort, the campaign far exceeded its goals. Among the tactics in the campaign, included:
- A major press conference with City officials, leaders in the fight against HIV/AIDS, L’Oreal Executives and celebrities.
- Video booths permitted and placed in Times Square, Lincoln Center and 125th Street.
- Footage on the NASDAQ and Reuters Billboards.
- 500 hairdressers canvassing the City for video.
- A training and education session at the United Nations.
- Aggressive press outreach.
The results of the campaign were quite significant. Here are just some of the results:
- 160+ million media impressions on day 1 (goal was 110 million in Year 1): NYT, WSJ, Entertainment Tonight, Good Morning America, The View, Essence Magazine, Yahoo! News and more.
- 100+ celebrities and models speak out; PSAs air on TV, web, Times Square billboards and taxi TV
- Facebook friends for Hairdressers Against AIDS more than double
- Thousands of conversations recorded
- Thousands of hairdressers trained to talk to their clients about HIV/AIDS: creates a sustainable model of communication on the issue.
- Unprecedented global partnership: Eight L’Oreal brands, PR firms, United Nations, Global Coalition on HIV/AIDS, Tuberculosis and Malaria with support from HHS/AIDS.gov, CDC, NASTAD, GMHC and others.
Capalino+Company played a significant role in arranging a major press conference with elected officials, numerous celebrities and health experts in government and securing the permits and permissions for the video booths located on city-owned property in Times Square, Lincoln Center and 125th Street.