In 2010, Julien Civange designed and supervised the
Born HIV Free campaign for the
Global Fund, for which he brought together numerous artists and partners. The campaign originated and supported by
Carla Bruni, was launched on May 19, 2010 to spread awareness of the struggle to create an AIDS-free generation by 2015 and to garner popular support for its continued donor financing. Designed as an online and offline awareness campaign targeting the general public in Europe, and thanks to the unflagging commitment of strong partners - Google, YouTube, Orange, MSN, 43 Internet partner firms, 20 TV channels and 20 press groups in 11 European countries, bill-boarding (JC Decaux), entertainment companies (Live Nation, Vivendi) and fashion companies (Tiffany) – Partners helped convey a creative and educational campaign willingly embraced by world-class artists such as
Paul McCartney,
U2,
Amy Winehouse and
Jean-Paul Gaultier, together with up-and-coming young creative such as like H5 and the Bonzoms. On June 27, Paul McCartney threw his support behind the Born HIV Free campaign by allowing his concert at
Hard Rock Calling in Hyde Park to be exclusive streamed through the Born HIV Free YouTube channel which has more than 11 million views. McCartney's donated set was the first European show to be streamed live on YouTube. Thousands watched and signed the
Born HIV Free petition.
Amy Winehouse offered the use of her song Back to Black for the Bonzom's movie baby in the skye. U2 offered the use of their song « With or Without you" for the movie inside.
Jean-Paul Gaultier created a special Born HIV Free "marinière" Born HIV Free has broadcast more than 2,7 billion messages of hope through banners, original films, posters, pins, events, and more.The campaign has reached about 250 million people. The dedicated channel on YouTube and dedicated website received over 20 million hits, tens of thousands of messages of support and generated thousands of articles. With the help of advocacy partners such as
Avaaz and ONE more than 700,000 people signed the petition launched in line with this campaign. The first step of the
Born HIV Free campaign ended in New-York on October 5, 2010, following the pledges made by donors to the Global Fund for the subsequent three years (2011-2013). The USD11.7 billion that was pledged to the Global Fund marked the largest collective pledge in its history. However, the total pledges fell short of the estimated resources needed to meet demand from developing countries seeking to further scale up their disease programs. == Other artistic contributions ==