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UNAIDS launches Move It! campaign

posted May 26, 2011, 5:20 AM by Suzanne WARDINI

Press Release 

UNAIDS launches Move It! campaign

GENEVA, 13 May 2011—UNAIDS today launched a television and social media campaign to create a groundswell of support for the AIDS response in the lead-up to the United Nations (UN) General Assembly High Level Meeting on AIDS. This key meeting of UN Member States and civil society, from 8-10 June 2011, is an important opportunity for global leaders to move the AIDS agenda forward.

“The aim of this campaign is to reenergize the global AIDS movement and encourage leaders around the world to recommit to the goal of universal access to HIV prevention, treatment, care and support,” said Tim Martineau, UNAIDS Director of Programme Effectiveness and Country Support, at a campaign launch event in Geneva.

The campaign, called Move It!, uses the bicycle as a vehicle to raise awareness around HIV— the spinning wheels symbolizing the movement and force of the AIDS response. Designed by the Geneva-based branch of advertising agency Saatchi & Saatchi, simple animations on spinning bicycle wheels communicate the message: Zero new HIV infections, Zero discrimination, Zero AIDS-related deaths. As part of the campaign, a public service announcement will be broadcast across Africa.

“Through this campaign, people can decorate their own bikes with animations and share photos of their creations on the UNAIDS page of Facebook to support this great cause,” said Leon Jacobs, a creative director at Saatchi & Saatchi. “We are pleased to support UNAIDS in their efforts to roll out this campaign across Africa and the world,” he added.

UNAIDS fans on Facebook can vote for the “best bike” and winners be announced at the High Level Meeting in June.

What is Move it!?

Move it! is a social media campaign aimed to create a movement of support for a successful outcome at the United Nations General Assembly High Level Meeting on AIDS in New York from 8-10 June 2011.

This key meeting of UN member states and civil society will look at progress made on AIDS since 2001 and renew their commitments to HIV which will shape the future of the response 

Move it! will run on social networks from the launch event on 13 May in Geneva, during three weeks in the lead up to the High Level Meeting. The campaign will culminate on 5 June New York City, ahead of the opening of the High Level Meeting.


Move it! uses the bike as a vehicle to raise awareness about HIV, with the spinning wheel symbolizing the movement and forces of the AIDS response. People around the world will be asked to creatively decorate their bikes with AIDS awareness materials and share photos of their creations on the UNAIDS Facebook page. UNAIDS fans on Facebook will be able to vote for the best bike from 1 - 3 June.

The top five will be unveiled during a second Move it! event held in New York City on 5 June. The photos will also be displayed at the UN in New York during the High Level Meeting.



#MoveIt                          Move it! campaign hashtag

#AIDS30                         High Level Meeting on AIDS hashtag

What is the High Level Meeting on AIDS?

Thirty years into the AIDS epidemic, and 10 years since the landmark UN General Assembly Special Session on HIV/AIDS, the world will come together to review progress and chart the future course of the global AIDS response at the 2011 UN General Assembly High Level Meeting on AIDS from 8–10 June 2011 in New York.

Member States are expected to adopt a new Declaration that will reaffirm current commitments and commit to actions to guide and sustain the global AIDS response.

Find out more. Visit unaids.org