Band-Aid (J&J): #BandTogether & End AIDS with (Band-Aid)RED

Band-Aid, a brand of adhesive bandages produced by Johnson & Johnson, created bandages that contribute a percentage of sales to the fight against HIV/AIDS, acting as a badge of honour for supporters in the US.

Bringing a Global Issue Home

An estimated 38 million people are currently living with HIV worldwide and 1.7 million are newly infected each year, many of whom lack access to the treatment and resources they need.

Johnson & Johnson has been committed to changing the trajectory of health for those affected by HIV via vaccine development, financial contributions and driving awareness of the disease.

But consumers in the US didn't see HIV/AIDS as a pressing issue, OR one that they could personally impact.

Creating a "Badge" for Collective Action

Research with socially conscious consumers revealed they need simple, tangible ways...

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