Playing with your children. Riding a bike. Coming home after a long day. Moments like these are what make life worth living. But for some, this very moment might well be their last.
What if you could play a part in ensuring that there are many more such moments?

That’s what The Topsy Foundation, together with Ogilvy & Mather Johannesburg, have partnered to do this World AIDS Day on 1 December with their “Buy Them A Moment That Matters” campaign.

Captured in evocative photographs of real people living with HIV and AIDS in the impoverished communities Topsy serves across South Africa, these “moments” will be available to the public to purchase on either, or by sending an SMS with “TOPSY” to 39810 (in South Africa only).

All proceeds from every purchase will go towards Topsy’s life-saving treatment and care programmes, enabling the individuals it supports to continue to relive their most valued moments and fulfill their hopes and dreams.

“This campaign gives online shopping and browsing a new twist, targeting people on platforms that are exceedingly popular at this time of year and making charitable giving an integrated part of the online shopping experience,” says Nimay Parekh, Digital Group Account Director.

Saving thousands of lives over the 12 years since its inception, The Topsy Foundation is a fully-registered and internationally-respected non-profit and public benefit organisation that provides medical and social relief services from their free HIV and AIDS Care Clinic.

“The recent UNAIDS Global Report  highlights that there is a decrease HIV infection rates of up to 49%  amongst adult South Africans,” says Silvia de Jager, Topsy’s Executive Director. “That, coupled with a five-fold increase in government spending to heal the country of the disease, makes it clear that it is now essential to support organisations like Topsy to continue this positive trend.”

Launching on World AIDS Day on 1 December, the campaign will extend into 2013, giving the public further opportunities to support this cause.

From as little as R15, your donation can change lives. To buy a moment that matters right now, visit or SMS “TOPSY” to 39810 (in South Africa only).

Visit and follow or like them for more information. You can also follow the conversation around the movement #WorldAIDSDay and #EndOfAIDS.


Creative Directors: Dylan Mclean and Bridget Johnson

Art Director: Brendan Ho Yong

Copywriter: Shane Geffen

Technical Manager: Richard Knowler

Web Developers: Wesley Sharman and Leanne Grunewald

Photographer: Warren van Rensburg

Media Strategist: Brad Page

Group Account Director: Nimay Parekh

Account Directors: Georgia Matthews and Kate Turner

Social Media: Amanda Sevasti

PR: Leigh-Anne Hunter

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