News / Advertising

Stephen Fry and Childish Gambino’s choreographer team up for National AIDS Trust awareness campaign

This Saturday coming — 1 December 2018 — marks World AIDS day. Hoping to raise both awareness around HIV and a bit of cash, the National AIDS Trust (NAT) has launched a new campaign which combines the dulcet tones of Stephen Fry with the choreography skills of Sherrie Silver.

Both Sherrie, Stephen, and the entire NAT team hope that the dance-heavy ad will inspire viewers to “Rock the Ribbon”, reflecting the planet’s symbol for HIV awareness.

While Stephen is a more-than-familiar name, some of you reading this might be slightly less aware of who Sherrie Silver is. You remember that Childish Gambino video for “This is America” don’t you? Well, Sherrie was responsible for choreographing one of 2018’s most iconic visual events.

The NAT’s chief executive Deborah Gold says, “We’re so excited to have been able to make this film to serve as a reminder that absolutely everyone should rock the ribbon on World AIDS Day. This simple, visual show of support means a lot to people living with HIV as well as their families and loved ones. Sherrie’s mesmerising dance embodies the pride everyone should feel in showing solidarity and raising awareness.”

Mesmerising, by the way, is the perfect word to describe the 90 second clip, which was directed by James Fitzgerald as part of a wider awareness campaign for the NAT co-ordinated by London advertising agency St Luke’s.

In a press release accompanying the advert, the NAT says, “With this film, Sherrie will be building on her philanthropy work over the past five years, particularly in Rwanda, where she has been working to improve the lives of women and children – from providing basic amenities to vocational training and even hosting dance workshops.”

The overall aim of the campaign is to combat dominant and negative decades-long voices about HIV by empowering an army of advocates to rise up against HIV, stand together and set the agenda on World AIDS day to stop the disease in the UK in our lifetime.

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James Fitzgerald/St Luke’s: Rock the Ribbon

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James Fitzgerald/St Luke’s: Rock the Ribbon

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James Fitzgerald/St Luke’s: Rock the Ribbon

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James Fitzgerald/St Luke’s: Rock the Ribbon

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James Fitzgerald/St Luke’s: Rock the Ribbon