Case Study
RED FISH
What was going on
Situation
Dissatisfied with the lack of response to the issue of HIV/AIDS on behalf of the faith community, we decided to create a church-neutral movement to connect people; people who traditionally would have avoided this issue.
When faced with the magnitude of a pandemic such as HIV/AIDS, it is often too daunting to even engage. Our desire is to challenge the misconceptions that exist, present a Scriptural basis for involvement, and trigger a response.
What we did
Solutions
Created a brand and identity for people to get behind and become affiliated with. This branding intiative allowed people to ‘own’ the identity in a way
Empowered the brand with portable propaganda and information
Created an annual calendar for three sponsored HIV/AIDS awareness events
Partnered with local organizations and churches to engage the issue of HIV/AIDS
What happened
Successes
- Raised nearly $60,000 the most money in the state of Michigan for AIDS Walk
- Concert of Hope benefit raised awareness funds and volunteers for local HIV/AIDS Charities
- Demythologized the issue of HIV/AIDS to the broader church
- Today the RED FISH movements exist in California, Florida, New Jersey, Virginia, Washington, Wisconsin, and internationally in China, South Africa, Ethiopia & Canada.