Free To Shine


Free To Shine is a pan-African campaign to end childhood AIDS in Africa by 2030 and keep mothers healthy. M&F Health were integral to the conception of the campaign, which is led by the Organisation of African First Ladies Against HIV/AIDS and the African Union. We developed campaign branding, name, strapline and logo, that communicates the campaign theme visually and translates and resonates with the diversity of languages and cultures represented across Africa.

A social media strategy was implemented to raise awareness of the campaign and the issues it looks to address among Africans and local and global stakeholders in HIV. We created rich content including video, animation and infographics. A destination microsite was developed including an interactive map and data visualiser tool.

Targeted activity on Facebook and Twitter quickly built a large online community with progressive audience growth and high levels of engagement. Within eight months of launch the campaign Facebook page secured over 33K likes and follows, with content securing a total audience reach of 2,797,717. The targeted Twitter content and engagement strategy has built a community of followers that represent key individual and organisational stakeholders in the work to end childhood HIV. And the launch of the interactive data map on Day of the African Child has driven a six-fold increase in microsite traffic.