Challenge: Take the amfAR mission to individuals worldwide in an engaging, creative, way.
Approach: Brunner created a photo contest around a simple question. Where’s the Cure? Users are encouraged to "Submit their photos, add your voice, and demand the research to find the cure."
Solution: We went viral. The contest lives on a microsite and is promoted on amfAR.org, through amfAR’s e-newsletters, on Facebook and MySpace among other social channels.
Results: Go see for yourself. The best photos will be shaped into a Where’s the Cure book and hand-delivered to President Obama on his 100th day in office.
WheresTheCure.amfAR.org