The world’s media and soccer fans may have left Johannesburg, but Nike wants to remind people about an even bigger goal: the continuing need for AIDS education and medication in Africa. Its new spot promoting its partnership with (RED) aims to stir up soccer fans by featuring stars such as Didier Drogba.
The campaign extension comes with a Twitter-based interactive element: tagged tweets will be added to the ‘Join the Movement’ map of Africa that’s made up of red shoelaces — which Nike is selling under Nike(RED) and donating the proceeds of to the Global Fund. Nike’s Twitter tags echo its ‘Write the Future’ World Cup campaign: ‘Lace Up, Save Lives’ for its red shoelace campaign, You’ve seen the future. Now write it. Join the fight.