Leo Burnett Dramatizes Global AIDS Crisis

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The Ad Council and the UN Foundation dramatize the global fight against AIDS.
In a followup to 2002's "Apathy is Lethal" PSA for the United Nations Foundation and The Ad Council, Leo Burnett USA again draws attention to the global AIDS crisis by dramatizing how the disease has affected children around the world. The first campaign, which won the Public Service Award at last year's Andy Awards -- among other honors -- drew attention to the 14 million children who have been orphaned by AIDS -- the equivalent of every American child under the age of five.

In this year's spot -- which was again directed by @radical.media's Ralf Schmerberg -- we see workmen silently dismantling an entire school, a setup for the revelation that the six million children who have died of AIDS worldwide is more than the total number of pre-school, grade school and high school students in New York, Chicago, Los Angeles, Washington, Miami and Atlanta combined. "Which is an alarming figure," Burnett deputy CCO Mark Tutssel says in a statement. "What we tried to do was dimensionalize this statistic in an intimate and meaningful way by taking a school -- a universal symbol of the hopes and potential of youth -- and tearing it down. This is a disturbing image that we hope will prompt people to take action."

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