Fife House

Services: Awareness campaign

Fife House provides safe, supportive housing for people living with HIV/AIDS. While most of the world’s attention is on treatment or a cure for HIV/AIDS, the growing need for this service is little known and less understood. When asked to help with a capital fundraising campaign, McDonnell Haynes convinced Fife House to take a step back and address the awareness problem first.

The result is a dramatic and hard-hitting print and television PSA campaign to bring attention to the economic, social, medical and emotional difficulties of living with HIV/AIDS. Difficulties that often lead to homelessness and earlier than necessary death.

“What could be worse than dying from HIV/AIDS? Sometimes it’s living with HIV/AIDS.” is the central idea of the awareness campaign and will be expanded to include fundraising and other activities.