There are 33.4 million people living with AIDS worldwide. With no cure available, those infected live their everyday life on a rigorous schedule of pills and other treatments to help keep symptoms at bay and improve their quality of life.
Two leading pharmaceutical companies launched the initiative Positive Action that pledges to globally educate and create awareness of the HIV virus. Because more than 1,400 children are diagnosed with AIDS on a daily basis The Positive Action for Children Fund was established to support and inform the global effort of mother-to-child transmission of the HIV virus. Its goal is also to improve the welfare of children and families already affected with this disease.
With a focus on family and togetherness, Mitre was charged with creating the visual identity for Positive Action for Children Fund for the 2010 International AIDS conference in Vienna, Austria. The final concept, an iconic blanket that embraced family, told an inspirational story all its own. Deliverables included a poster, invitation, pop up banner, tradeshow booth, t-shirt, tote bag, awareness ribbon, dolls and coloring books.