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Photo Still from national TV
Public Service Announcement spot
(Click on photo to view spot)

The Banyan Tree Project
San Francisco, CA

The Banyan Tree Project is an initiative underwritten by the Centers for Disease Control (CDC) to raise awareness on a national level on the topic of HIV/AIDS in the Asian & Pacific Islander (A&PI) communities. 

Led by A&PI Wellness Center of San Francisco, five major urban cities participated in the project in its inaugural year:  Boston, Chicago, Honolulu, Los Angeles, San Francisco, and Washington DC.

The goal is to reach A&PI families to raise awareness and promote the message of anti-discrimination against those living with or at risk with HIV/AIDS.

Solutions

The Hom Team developed many of the campaign strategy and components to launch the historic First A&PI National HIV/AIDS Awareness Day on May 19th, including:

• Developing and producing two Public Service Announcements (PSAs)
  for television.
• Gaining local and national distribution of the PSAs with broadcasters, national cable networks, and on the direct-to-the home platforms--over 80 million TV house holds.
• Website design and development for client self-maintenance www.banyantreeproject.org
• Branding--developed logo, tagline and campaign identity...see more
• Collateral materials.
• Media and public relations for participating cities.
• Event coordination and securing A&PI talent.
• Overall project management.