Nike was commended by the Global Business Coalition on HIV/AIDS for its recent campaign in South Africa to help the nation address HIV and AIDS. In 2004, Nike was voted South Africa’s “coolest brand.” So how does one hip company use its popularity? Create a campaign aimed at showing that it is “cool” to know HIV status and practice safe sex.

A 2006 South African Medical Research Council and Actuarial Society of South Africa study reported that nearly 71 percent of deaths for South Africans between the ages of 15-49 would be due to HIV/AIDS. On Avert.org, an international AIDS charity organization, it is written that “by the end of 2005, there were 5.5 million people living with HIV in South Africa, and almost 1,000 AIDS deaths occurring every day.”

To help combat statistics like these, Nike rolled out its innovative multimedia campaign in South Africa by partnering with local NGOs and city organizations. The campaign used the following initiatives to ensure increases in HIV testing:

* Seminars for Nike employees to train them on AIDS/HIV education for the campaign
* Retail campaign for consumers
* Informational campaigns with NGO partners
* Mobile testing vans at seminars and sporting events

Another main pillar of the campaign was the Kick AIDS program launched in partnership with the Gauteng North Sports Council. The idea behind the campaign was to teach HIV/AIDS-related life skills to youth and children through soccer activities. Nike also worked with the South African soccer club, the Kaizer Chiefs, to outfit them with “Life is not a game, wear a condom” t-shirts during warm-up exercises.

To find out more read the Coalition's article.