46664 Mandela DayJuly 2009
46664 is the global awareness campaign that bears Nelson Mandela’s prison number. It was originally launched to raise awareness about HIV/AIDS, and continues to work in the area of HIV prevention – especially in South Africa. Working alongside the other Mandela organisations, 46664 is now expanding its focus to champion Mr Mandela’s broader humanitarian work. The two main areas of focus for 46664 at this time are HIV prevention and the Mandela Day campaign.
46664, in partnership with the Nelson Mandela Foundation (NMF), proposed Mandela Day as an international day of humanitarian action in celebration of Nelson Mandela’s leadership legacy.
The concept was that Mr Mandela’s birthday, July 18, would become a day of celebration of his life-long dedication to humanitarian causes.
46664 asked Flow to help with the publicity campaign and launch of Mandela Day. This involved the writers and designers who all worked together to ensure that maximum publicity was generated about the initiative and that the brand was effectively applied throughout the website and publicity material that was produced for the launch.
It is probably one of the most hands-off projects that we are involved in as journalists because, if people do disclose anything to us, the situation is emotionally fraught, and is often best served by adopting the role of an observer.