TEST YOUR COMMITMENT CAMPAIGN

Matthew Clayton and Sir Richard
Branson

Twenty five percent of people living with HIV don’t know they are infected. The unnerving wait for test results has been a roadblock to change. Until the Test Your Commitment Campaign. This cross-country, media-rich road trip brought the INSTI 60-second HIV test to Canadian neighbourhoods. A brilliant collaboration between bioLytical Laboratories, UNICEF and Virgin Mobile, this brave, community-based and interactive campaign generated a national discussion on HIV testing like never before seen in Canada.

Biolytical created a 50 foot mobile trailer with six HIV testing stations travelled throughout the country, arriving in Montreal for the Word AIDS Day Concert and culminating in Toronto at the Virgin Unite Gala. Uncommon Results’ Matthew Clayton designed the campaign by merging strategic planning, cutting-edge event management and novel marketing. At the Gala, he presented the $1 million raised to the esteemed philanthropist Richard Branson to send 100,000 test kits to Africa.

The Test Your Commitment Campaign received such wide media coverage that it eventually inspired Canada AM to produce a seven-minute segment on the importance of HIV testing. Ultimately, the campaign set new expectations for how a fresh style of philanthropy can penetrate the thoughts of a nation.

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