Audience Strategy Shines A Light On HIV/AIDS at AIDS/LifeCycle 2013

By way of the FOX | HBCU Media Alliance, we are proud to have partnered with Kaiser Foundation’s Greater Than Aids campaign to participate in the AIDS/LifeCycle (ALC) 2013 - a seven-day cycling event from San Francisco to Los Angeles that raises money and awareness for the fight against HIV/AIDS. ALC 2013 proved to be especially impacting as 2,203 riders and 552 volunteers raised a historic $14.2 million to aid in the fight against the disease.

As part of the sponsorship, we leveraged So You Think You Can Dance all-stars Kathryn McCormick and Neil Haskell to create a dynamic piece for the ALC closing ceremony. The SYTYCD all-stars flew to New York to team up with the Alvin Ailey American Dance Center and learn “Home” – an iconic performance created by Rennie Harris that pays tribute to individuals living with HIV/AIDS as well as Alvin Ailey, the dance center’s founder, who died due to AIDS in 1989. Kathryn McCormick brought the choreography back to LA and performed part of the piece live alongside fellow SYTYCD stars Allison Holker, Marko Germar, Robert Roldan and Alex Wong at the ALC closing ceremonies.

Click the link below to see footage of our special collaboration as So You Think You Can Dance, FOX | HBCU Media Alliance, FOX Audience Strategy, and the Alvin Ailey Dance Center came together to celebrate AIDS/LifeCycle 2013 participants and honor those who have lost their fight against the disease.

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On behalf of 21st Century Fox, Audience Strategy develops and implements transformative strategies to catalyze a cultural shift in the industry, embracing a multi-pronged approach of working from the inside-out to drive behavioral change and outside-in to advocate for diverse perspectives, and to engage all audiences in our multi-cultural world.