New York, USA, 6 June 2011 – Baker & McKenzie advised The Global Fund to Fight AIDS, Tuberculosis and Malaria on intellectual property issues relating to the organization’s BORN HIV FREE campaign. The campaign recently received a Gold Award in the “Causes” category of the Grand Prix du Brand Content, and earlier this year, Creation Healthcare’s Healthcare Engagement Strategy 2011 – People Power Award.

The Grand Prix du Brand Content award is given to companies and organizations that display excellence in communicating an idea or brand. The Creation Healthcare’s Healthcare Engagement Strategy Awards 2011 acknowledge a legacy of great practice, providing a platform for others to build on in the coming year.

The BORN HIV FREE campaign was created to garner public support and influence governments’ decisions about their levels of commitment to fight and prevent HIV utilizing social media to spread The Global Fund’s message around the world. One of the pro bono projects involved the live streaming of Paul McCartney’s performance at the Hard Rock Calling 2010 summer concert in Hyde Park, London. The Firm advised on the acquisition of necessary rights to stream portions of the live event and certain clips on YouTube.

The Baker & McKenzie cross-border team was led by intellectual property partner Pamela Church and included lawyers from New York, Paris, London, Stockholm, Rome and Madrid among others.

According to the Global Fund, 20 million people responded to the BORN HIV FREE campaign over five months and 700,000 signed a petition to support eliminating transmission of HIV from mothers to children.

“Baker & McKenzie’s participation in this extraordinary project provided a great opportunity for the Firm to help fight against the three diseases,” said Ms. Church.

Created in 2002, The Global Fund to Fight AIDS, Tuberculosis and Malaria is a global public/private partnership dedicated to attracting and disbursing additional resources to prevent and treat HIV/AIDS, tuberculosis and malaria. This partnership between governments, civil society, the private sector and affected communities represents a new approach to international health financing. The Global Fund works in close collaboration with other bilateral and multilateral organizations to supplement existing efforts dealing with the three diseases.