Prior to their historic merger, ONE and (RED) joined forces to try and put an end to mother-to-child-transmitted HIV. On the occaision of the anniversary of the first AIDS quilt, they wanted to spread the message and enlist millions of people to help them.
The creation of a panel needed to be fun and simple, yet allow for the depth of creative expression that makes UGC tools a real success. We designed a workflow that let users engage as much or as little as they wanted, offering a random function at every step.
The output was varied and beautiful: by authenticating their Facebook account, guests could add photos and embellish them, or use intuitve design tools to express themselves however they liked. In a few short weeks, nearly a million panels were created.
In addition to collaborations with Apple, The New York Times, Fast Company, and others, a digital billboard in Times Square broadcast the message to millions of people. The billboard sourced panels directly from the Quilt as they were created.