The notable feature is the absence of the traditional red color in Arsenal's kit during designated matches. This deliberate departure from the team's iconic red strip serves as a powerful visual statement to raise awareness about the broader social issue of HIV stigma.
Targeting - Football fans, Arsenal supporters, and the broader community interested in social issues. By aligning with a significant sports team, the campaign aims to reach and engage them in conversations about HIV stigma.
TARGET AUDIENCE
About the
Campaign -
The campaign creatively uses the absence of red, a color synonymous with Arsenal, to draw attention to the cause of fighting HIV stigma. It leverages the emotional connection fans have with the team's colors to spark conversations and promote inclusivity.
Core Theme of the Campaign -
- Visual Impact: The campaign relies on the visual impact of Arsenal playing without their traditional red colors to convey a powerful message.
- HIV Awareness: The main goal is to raise awareness about HIV stigma and discrimination in a unique and attention-grabbing way.
- Fan Engagement: Engages Arsenal fans and the football community in discussions around social issues.
- Symbolic Gesture: The absence of red becomes a symbolic gesture, challenging norms and prompting reflection on societal attitudes towards HIV.
- Community Involvement: Involves the football community in broader social causes, fostering a sense of responsibility beyond the sport.
- Media Coverage: Generates media coverage and social media discussions, amplifying the campaign's impact.
- Partnership with Adidas: Collaboration with Adidas emphasizes the campaign's significance and extends its reach through sports apparel.
- Long-Term Commitment: Demonstrates Arsenal's commitment to being a force for positive change beyond the football pitch.