WORK
Hill Country Ride for AIDS
The Red Bike Project
This guerilla campaign was launched several months before the Hill Country Ride for AIDS to remind the public of the realities of HIV/AIDS needs within the Austin community.
Red painted bikes were installed throughout the Austin area with signs attached that plainly explained the tangible services each ride participant was providing with their fundraising.
The provocative messages invited viewers to interact with the bike by texting a unique number. A reply message was instantly sent explaining how one participant in the ride could generate the funds to deliver the services posted on the bike signage.
The text message would also include a link to a mobile-friendly website where viewers could further engage with the brand instantly.