DANCERS RESPONDING TO AIDS

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Dancers Responding to AIDS was the dance community’s first ongoing effort to support those living with HIV / AIDS. As a program of Broadway Cares and Equity Fights AIDS, it helped fund social service organizations in all fifty states and the essential programs of The Actors Fund. Using iconic imagery of the dancers developed by photographer Roger Moenks for a ground-breaking coffee table book, the brand consultancy joined the cause, with DRA as our first pro-bono client, by creating a series of outdoor billboards in Times Square, event collateral materials and invitations, all of which incorporated the photographer’s book imagery to benefit the DRA organization for fund-raising initiatives. The campaign was developed with a unified branded outreach strategy, using visual content from and supporting the book, in order to raise awareness for DRA’s many philanthropic initiatives throughout the year.

INVITATION

BILLBOARD

ROGER MOENKS BOOK IMAGERY

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