1. Using new TLDs for a social cause:
.hiv – the red ribbon of the digital era
Munich, September 2011.

2. The .hiv domain-ending becomes the
red ribbon of the internet.
Watch the lm

3. How it works:
Companies register .hiv- Internet users activate These funds will be
domains as virtual red microdonations by distributed to HIV-
ribbons. visiting any .hiv-website. projects via an internet
plattform.
In general, .hiv-websites The money nancing this
just forward the internet donation comes from the Activists from all over the
user to the actual cumulated registration world can present their
homepage of the fees of all .hiv-domains. work there. In an open
company. voting process, internet
users decide which
projects will be supported.

4. The social impact.
dotHIV creates awareness, far beyond conventional HIV campaigns.
.hiv-websites function as mnemonic hooks.
Internet and Social Media reach the young target group (15-30 years) which is most
important for HIV awareness.
Feedback and active involvement of internet users boost the communicative power and keep
them involved with the topic.
Broad visibility and the involvement of companies to ght HIV work against the stigma of
the virus.

5. The social impact, cont.
dotHIV provides civil society intiatives with new nancal support.
For civil society initiatives it is dif cult to generate funds via existing allocation distribution
structures.
dotHIV opens a new channel for funding that allows quick and unbureaucratic support
especially for smaller initiatives.
dotHIV does not depend on usual donations. All of the funds to ght HIV are generated via
domain sales.

6. dotHIV from the perspective of internet users.

7. dotHIV from the perspective of internet users.
A layer welcomes the internet user, says „thank you“ and highlights the total
sum of funds allocated so far. The actual homepage stays untouched.

8. dotHIV from the perspective of companies.
The dot makes the difference: Companies don´t associate their brands with the HI-Virus
but show their commitment in the ght against it. A concurrent campaign establishes .hiv
as the red ribbon of the internet.
Broad-ranging CSR communication: companies who already support HIV projects
get new communicative opportunities for their CSR-activities.
Positive marketing effects: companies get an emotional access to a nancially sound tar-
get group with an interest in a shared social objective.
Positive experience: Visiting a company´s .hiv-website will be emotionally charged – .hiv-
sites convey the feeling of doing something good together.

9. Our Partners:
Additional Supporters: