The race against HIV and AIDS is still on. This run is not only about informing young people, it’s also crucial to convince people to donate money in times when governmental research funding is on the decline. Events like the German “Lauf für mehr Zeit” (Walk for Life) charity run help raise donations and awareness. Every year the Frankfurt AIDS Foundation organizes it, but in a world distracted by digital media and 24-hour news cycles, how could the foundation get the much-needed attention of athletes, donors, and press in 2017? How could they ensure than one of the world’s most challenging health issues continued to receive support? And how could they do it with a barebones budget?

The Insight: Young people are interested in sneakers and sports. So before starting this year’s “Lauf für mehr Zeit” (Walk for Life) charity run in Germany, the AIDS foundation came up with the idea of opening up a shoe store in one of Europe’s biggest malls. But this store never sold a single shoe. Instead it presented shoes that were old and worn, and each pair told a story about people affected by HIV or AIDS. These personal tales were unlocked via the visitors’ mobile phones, and were gathered together on the Walk for Life website. This became a powerful storytelling medium that compelled people to engage with an uncomfortable topic and motivated them to participate in the “Lauf für mehr Zeit”.

We executed in two phases: Informing influencers and journalists about the mysterious new shoe store in Europe’s biggest mall to create some buzz upfront. And then opening that store in the middle of well-known fashion and food stores, drawing foot traffic.

Timeline: The shop remained open 10 am to 8 pm from August 31 to September 12, which was the day after the charity run. The teaser communication started August 20.

The shop was a real urban pop-up store in downtown Frankfurt and one of Europe’s biggest malls. 92 m2, rent 0 €. During this period, numerous events took place – from TV interviews via Facebook live events to expert panels.