HGX Selected as Creative Agency for National AIDS Fund New Brand

Saturday, December 1, 2007 General News
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BOSTON, Nov. 30 The National AIDS Fund (NAF) inWashington, D.C., the leading national AIDS organization with an expandingnetwork of Community Partnerships that support over 350 grassroots HIV/AIDSorganizations nationally, has signed Boston marketing agency, HGX Creative, tospearhead its branding and corporate marketing initiatives across three coreareas: National, Community Partnerships and Individual Consumer Marketing.

"Despite the tremendous successes of HIV prevention efforts and manytreatment advances, AIDS continues to devastate the lives of our sons,daughters, neighbors, co-workers and closest friends. AIDS is still anepidemic of crisis proportion in the United States, " says Kandy Ferree,National AIDS Fund President & CEO. "The National AIDS Fund is the onlyU.S.-based philanthropic HIV/AIDS organization building prevention and carenetworks across the country, which differentiates us from the sea of other HIVand disease charities.

More than 1.2 million people are living with HIV in the United States.The disease is especially now affecting women, young adults, teens, AfricanAmericans and Hispanics.

"As we move into our 20th year in 2008, we decided a new brand would helpcommunicate how far the National AIDS Fund has come and how far we need togo," said Ferree. "HGX has proven to be a worthy partner in guiding us toachieve many of our communication goals."

NAF will unveil its new brand logo as part of its World AIDS Dayawareness-and-fundraising campaign. Promotional items to help communicate keymessages will be created in 2008 as part of a national awareness, preventionand fundraising strategy.

"We are ecstatic about the opportunity to work with the NAF to develop andimplement a brand and marketing strategy that addresses their challenges andneeds," said Debbie Nierman, President of HGX Creative.

HGX Creative was selected because they demonstrated an understanding ofHIV/AIDS issues in the United States, as well as the challenges thatnon-profits face. The company's initial commitment employs their expertise torefine and refresh the National AIDS Fund brand and design, providesconsultation, and will design collateral to bolster national awareness of theorganization to strengthen its domestic presence, fortify the innovativemethods NAF uses to reduce the incidence and impact of HIV/AIDS domestically,and to promote leadership at the community level to respond to the epidemic.

About HGX Creative

Serving the east coast with locations in Boston and Fort Lauderdale, HGXCreative is proud to have clients ranging from small businesses to Fortune 500companies. HGX is a recipient of the 2006 PPAI Bronze Award for OutstandingUse of Promotional Products in a Campaign, a 2006 American Graphic DesignAward, the Load of Gold 2006 award for Best Web Site, Asociaciones and mostrecently a winner of the 2007 Communicator Awards. HGX is also a 2006 WebbyAward Honoree.

About NAF

The National AIDS Fund was founded to reduce the incidence and impact ofHIV/AIDS by promoting leadership and generating resources for effectivecommunity responses to the epidemic. Since 1988, together with its CommunityPartnerships, the National AIDS Fund has marshaled and invested over $142million to combat the AIDS epidemic in the United States. The National AIDSFund continues to develop innovative public-private partnerships as a means ofleveraging national resources and directing them to communities andpopulations most impacted by the epidemic. It has received the highestrating, four stars, from Charity Navigator, America's largest independentevaluator of charities, recognizing its financial efficiency andeffectiveness. For complete information on the NAF and its many programs,please visit http://www.aidsfund.org.Contact: Ceri Usmar T: 508-405-4506 F: 508-405-4509 E: Cer

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