RFTCA turns the Statue of Liberty’s torch into a symbol of collective freedom.

We’re Not Free Until Everybody’s Free

Free From AIDS reframes freedom as a collective experience where no one is free until everybody is free. The campaign turned the Statue of Liberty’s torch into a reclamation symbol and invited people to carry the torch for one another through portraits featuring talent from the Ali Forney Center, out of home installations, and Pride parade activations. Social stories extended the moment in real time, and a Paul Smith partnership culminated in a storefront experience and fundraising gala benefiting the Research Foundation to Cure AIDS.

Selected press: WestView News — A Celebration of Pride; A Race for the Cure.

Portrait series featuring talent from the Ali Forney Center, reimagining the Statue of Liberty torch as a shared symbol in the fight to cure AIDS.

Portrait series featuring talent from the Ali Forney Center, reimagining the Statue of Liberty torch as a shared symbol in the fight to cure AIDS.

Wheatpaste posters placed throughout New York invited people to carry the torch and join the fight to cure AIDS.

Wheatpaste posters placed throughout New York invited people to carry the torch and join the fight to cure AIDS.

The campaign came to life during Pride, where participants carried the torch together in celebration and solidarity.

The campaign came to life during Pride, where participants carried the torch together in celebration and solidarity.

RFTCA pink balloon at Pride event.
Crowd of diverse people at a pride parade, some holding rainbow flags, behind a banner with a drawing of the Statue of Liberty wearing a crown that resembles a flame, advocating for AIDS awareness.

A floating #CUREAIDS balloon became a moving symbol during the Pride parade, drawing attention to the campaign message.

People gathered outside a healthcare facility holding rainbow flags and balloons with a pink balloon promoting research to cure AIDS, during a Pride event with police officers present.
Instagram Stories documented the Pride activation in real time, extending the campaign message beyond the streets.

Instagram Stories documented the Pride activation in real time, extending the campaign message beyond the streets.

Community members carried banners featuring the campaign’s torch imagery during Pride celebrations.

Community members carried banners featuring the campaign’s torch imagery during Pride celebrations.

Social stories amplified the campaign during Pride, sharing the torch symbol across digital platforms.

Social stories amplified the campaign during Pride, sharing the torch symbol across digital platforms.

Three black-and-white advertisements on a tiled wall, each featuring a person holding a rainbow-colored torch and a phrase about AIDS awareness.

A partnership with Paul Smith turned the campaign into a storefront installation and fundraising gala.

Two women smiling and holding ice cream cone-shaped props at an event supporting AIDS awareness, with a poster in the background displaying the AIDS ribbon and a similar ice cream cone design.
A woman with long braided hair wearing a multicolored rainbow dress holding an artistic candle in a decorative holder. She is smiling and standing in front of a backdrop with logos of various health organizations, with tropical leaf-patterned walls on either side.

Art Director & Graphic Designer: Genaldri Tjahjadi

Copywriter: Haley McLaughlin

Creative Director: Allison Ceraso, Rochelle Melton

Client: RFTCA

Agency: Havas Health Plus