The Global Fund to Fight AIDS, Tuberculosis and Malaria on Thursday launched a campaign to generate public support for efforts to eliminate mother-to-child transmission of HIV by 2015, the BBC reports. “The Born HIV Free campaign comes at a critical time, with the fund seeking donations of up to $20bn over the next three years,” the BBC continues.

“This campaign is intended to encourage people to sign up in support of the Global Fund, and to show their leaders that there is strong public support to continue and increase funding for its mission,” Global Fund Executive Director Michel Kazatchkine said in a statement.

French first lady and Global Fund Ambassador Carla Bruni-Sarkozy headlines the campaign, which features a series of internet videos that also includes “music by Amy Winehouse and U2,” according to the BBC (Dreaper, 5/19).

Bruni-Sarkozy said in a statement, “It is heartbreaking that over 400,000 babies are born with HIV every year even though we have the medical means and the expertise to prevent this,” Reuters AlertNet reports (Dmitracov/Elkington, 5/19).

“The campaign has been developed to work across digital and traditional media and includes partnerships with Google, YouTube, MSN, Orange and JCDecaux,” Marketing Week adds. “The digital campaign will be supported by a number of music and fashion events including concerts that will be streamed live by YouTube” (Baker, 5/19).

According to a Global Fund press release, “The campaign will operate in several languages … aiming to expand public awareness that an HIV-free generation is now truly possible within five years if governments continue funding the fight against HIV and AIDS. Nearly 100 media organizations are supporting the campaign” (5/19).