In the Summer of 2015, Muchimba Music Foundation hatched a plan to host a large-scale concert festival in Lusaka, Zambia on December 1st, “Worlds AIDS Day”. Their goal was to encourage Zambians to know their HIV status in order to prevent new cases of HIV in the region. In order to so, MMF created a free “Test-For-Ticket” concert featuring popular Zambian musicians in order to attract as many attendees as possible.
We traveled to Zambia in August to document the people and places where the event would be held in less than two months. I shot portraits of the featured musicians in order for MMF to produce marketing materials such as posters, billboards, and publicity for the international press community.
Two months later, we returned to the region in November to carry out a strategic grass-roots marketing campaign featuring door-to-door handouts, televised appearances, and “Road Shows” with live music and promotional giveaways to incentivize as many people as possible to participate in testing for a concert ticket.
Partnered with AIDS Healthcare Foundation and with support from various organizations such as Roskilde Festival, “Zed Me Free” was a success in testing nearly 11,000 people.