Using new TLDs for a social cause:.hiv – the red ribbon of the digital era

Munich, September 2011.

The .hiv domain-ending becomes thered ribbon of the internet.

Watch the !lm

Companies register .hiv-domains as virtual red ribbons.

In general, .hiv-websites just forward the internet user to the actual homepage of the company.

Internet users activate microdonations by visiting any .hiv-website.

The money !nancing this donation comes from the cumulated registration fees of all .hiv-domains.

These funds will be distributed to HIV-projects via an internet plattform.

Activists from all over the world can present their work there. In an open voting process, internet users decide which projects will be supported.

How it works:

dotHIV creates awareness, far beyond conventional HIV campaigns..hiv-websites function as mnemonic hooks.

Internet and Social Media reach the young target group (15-30 years) which is most important for HIV awareness.

Feedback and active involvement of internet users boost the communicative power and keep them involved with the topic.

Broad visibility and the involvement of companies to !ght HIV work against the stigma of the virus.

The social impact.

dotHIV provides civil society intiatives with new !nancal support.For civil society initiatives it is dif!cult to generate funds via existing allocation distribution structures.

dotHIV opens a new channel for funding that allows quick and unbureaucratic support especially for smaller initiatives.

dotHIV does not depend on usual donations. All of the funds to !ght HIV are generated via domain sales.

The social impact, cont.

dotHIV from the perspective of internet users.

A layer welcomes the internet user, says „thank you“ and highlights the total sum of funds allocated so far. The actual homepage stays untouched.

dotHIV from the perspective of internet users.

dotHIV from the perspective of companies.

The dot makes the difference: Companies don´t associate their brands with the HI-Virus but show their commitment in the !ght against it. A concurrent campaign establishes .hiv as the red ribbon of the internet.

Broad-ranging CSR communication: companies who already support HIV projectsget new communicative opportunities for their CSR-activities.

Positive marketing effects: companies get an emotional access to a !nancially sound tar- get group with an interest in a shared social objective.

Positive experience: Visiting a company´s .hiv-website will be emotionally charged – .hiv-sites convey the feeling of doing something good together.

Our Partners:

Additional Supporters: