In order for people to be able to watch the concert, they had to on our YouTube channel where they were informed about the campaign and were able to sign their name directly to the petition. We created a special layout of the YouTube page to promote the event, edited 2 different promotional videos that appeared between songs urging viewers to sign the petition.

We also utilized a twitter feed on the live streaming page where people could tweet directly about the event with a special hashtag.The full concert was available to watch on our YouTube channel for 2 days after the event, and a select number of individual songs from the concert were available to watch for 1 month. Each song had a video at the beginning and end urging people to sign their name to the petition.

Paul McCartney's performance at "Hard Rock Calling" was the first European performance ever to be streamed via YouTube. Paul McCartney fans flooded the Born HIV Free YouTube channel and the Facebook fan page. Paul McCartney Live for Born HIV Free became a Twitter trending topic that.The Born HIV Free YouTube page was visited more than 2 million times during the 2 days the concert was available to watch, resulting in more than 70,000 new petition signatures.