VACCINE FUND STARTS AD EFFORT
By Adnews Staff
Grey Worldwide Northwest has created a new advertising campaign for The Vaccine Fund. The fund was established in 1999 with a grant from the Bill & Melinda Gates Foundation to provide immunization services in the world's poorest countries. The U.S., Canada, Norway, the Netherlands, the United Kingdom and Denmark have also contributed financial support. The ad campaign supports a fundraising initiative to raise one billion dollars for vaccination efforts by 2005. It broke in New York City, targeting people attending the World Economic Forum. The ads were posted on telephone booths surrounding the forum venue as well in the daily conference newspaper and in the event brochure. The creative depicts children of different cultures raising their hand to form a "V". The "V" is used in the spelling of a word in each of the ad's headlines. The headlines read "Victory over disease," "Millions will be saved," "Believe in Miracles" and "World's best value." The ad campaign is part of a global strategic communications and public affairs program developed by APCO Worldwide Seattle to create awareness and gain support for global immunization. Both Grey Worldwide and APCO are part of the Grey Global Group. The two companies are providing public relations and creative advertising support for The Vaccine Fund.