St. Luke’s London

#RockTheRibbon Campaign
Talent Procurement

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The Initiative

ITB partnered with St.Lukes and The National Aids Trust on their global awareness campaign 'Rock The Ribbon' - an initiative to eliminate the stigma associated with the illness and encourage people to wear the the iconic red ribbon on World Aids Day. The charities’ objective for the campaign was to secure a talent who could rejuvenate and breathe life back into the messaging and target a young audience.



The Campaign 

ITB cast and secured the star of the campaign - video choreographer Sherrie Silver. Sherrie is an MTV VMA winner who is best known for her work with Childish Gambino on his groundbreaking video 'This is America'. The 80s themed video features Sherrie dancing with a red ribbon in a school gym to the iconic and catchy song ‘A Little Respect’ by The Rager.

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