Mercy AIDS Foundation

Mercy AIDS Foundation is an international charity with members in the UK, Switzerland, the USA and South Africa. It has been set up to help women with HIV/AIDS become economically empowered.

The charity's founder, Mercy Makhalemele, invited Honest to create an identity platform which would enable her to talk with major corporations and banks in South Africa about raising funds for the charity.

Working closely with their client, Honest developed concepts for an identity and brand awareness campaign. Honest decided the most powerful approach was to use success stories from women affected with the illness to front the campaign.

A new identity for the charity which captures the name and expressive nature of its founder and a successful poster campaign launched in South Africa.