Mother have created a new strategy and brand identity for the Elton John AIDS Foundation to mark 20 years of the charity. The first iteration of this work is ‘Love Is In My Blood’ a social media campaign for the Foundation to create a global conversation to remind the world that the fight against AIDS is winnable.
The campaign, which launched on Valentine’s Day, the day of international love, saw Elton John, Eminem, Florence Welch, Ai Weiwei, Shakira, Adele and Annie Lennox showing their love by pricking their fingers, creating a spot of blood and tweeting the image accompanied by the words ‘Love Is In My Blood’ and a link to the Elton John AIDS Foundation website.
To encourage participation in the campaign, we sent a number of celebrities boxes containing information about the project as well as requesting them to tweet the message ‘ Love Is In My Blood’. Each box had a bespoke design created by illustrators: James Joyce, Damien Poulain, Ryan Todd, Adam Hayes, Tane Williams and Melvin Galapon as well as a unique scarf designed by either Mateus Bailon or by Michael Taylor and donated by L'MAD.