I came across this fabulous outdoor ad campaign in the latest issue of Creative Review. It’s been created by BETC Euro RSCG Paris for Solidarite Sida Afrique (Aids Africa Solidarity Fund).
Every 12 hours, the 321 clock mechanisms (all 963 hands) align to form the following phrase: “Every 12 hours in Africa, over 2,000 people die of Aids because they have no access to care. Every minute counts. www.solidarite-sida.org.” For the rest of the time, passers-by are simply intrigued by the abstract pattern these moving hands create.
The aim of this unique project is to raise awareness of the difficulties faced by Aids sufferers in Africa, where approximately 1.6 million people die a year. Read a bit more about this project on The Inspiration Room Daily Blog
What an amazing concept this clock is. I guess the thing you want to do is either stand there for 12 hours or know exactly when the alignment will occur. It is a great statement however. Great idea for a campaign and hopefully there is more awareness of the gruesome facts when those 12 hours do role around each day.
I wonder if they have any way of tracking the responses from people who do actually get to see the mechanical marvel in action?
Anyway, great picture and great idea.
Regards
Adirec
Good points Adirec – I guess the call to action (the rather small URL) has to work hard. Would love to see the stats that come through on this.