Crossroads: Born HIV free

On September 21, 2010, the world’s leaders met in New York for the General Assembly of the United Nations to allocate budgets towards pressing social issues.

With the fight against AIDS and HIV at a crossroads, we used Manhattan's grid system as a medium to spread a powerful message about Born HIV Free’s work, and importantly, engage world leaders as they travelled between hotels, the summit and meetings.

Google Maps then helped us take it forward to the rest of the world.