MANDELA 46664
ABOUT

The 46664 cause brand created by David Clark for President Nelson Mandela served as a global platform to help address the HIV/AIDS crisis, and destigmatize people who suffered from the disease. Through the 46664 cause brand that was created in 2002, which President Mandela spearheaded until his death in 2013, the President continued to reinforce Clark’s rebranding of HIV/AIDS by saying “Aids is no longer just a disease, it is a Human Rights crisis.” In addition to raising unprecedented awareness for the HIV/AIDS crisis, 46664 raised tens of millions of dollars through activation that included staging six all-star concerts, a clothing line, books, concert CDs and original music.
ABOUT

The 46664 cause brand created by David Clark for President Nelson Mandela served as a global platform to help address the HIV/AIDS crisis, and destigmatize people who suffered from the disease. Through the 46664 cause brand that was created in 2002, which President Mandela spearheaded until his death in 2013, the President continued to reinforce Clark’s rebranding of HIV/AIDS by saying “Aids is no longer just a disease, it is a Human Rights crisis.” In addition to raising unprecedented awareness for the HIV/AIDS crisis, 46664 raised tens of millions of dollars through activation that included staging six all-star concerts, a clothing line, books, concert CDs and original music.
ABOUT

The 46664 cause brand created by David Clark for President Nelson Mandela served as a global platform to help address the HIV/AIDS crisis, and destigmatize people who suffered from the disease. Through the 46664 cause brand that was created in 2002, which President Mandela spearheaded until his death in 2013, the President continued to reinforce Clark’s rebranding of HIV/AIDS by saying “Aids is no longer just a disease, it is a Human Rights crisis.” In addition to raising unprecedented awareness for the HIV/AIDS crisis, 46664 raised tens of millions of dollars through activation that included staging six all-star concerts, a clothing line, books, concert CDs and original music.
THE BEGINNING

In the Spring of 2002, the United Nations approached David Clark about developing a new and impactful initiative that would help promote UN Human Rights Day (celebrated annually on December 10th). Clark is known for his unique ability to drive awareness toward global problems by creating innovative initiatives that leverage celebrity support set against historic dates and locations. At the time there was no greater human rights icon in the world than President Nelson Mandela, so with an introduction provided by the United Nations, Clark traveled to South Africa to try and convince the President to lend his support for a global human rights cause brand he was creating.

THE ROAD TO 46664

According to Clark, the global 46664 campaign concert and ongoing initiative almost didn’t happen. When Clark first approached President Mandela, he was primarily concerned about the staggering HIV/AIDS epidemic that was ravaging South Africa. To Mandela, AIDS was an issue that demanded greater urgency (in contrast to the broader notion of Human Rights under which the event had initially been framed). 
THE BEGINNING

In the Spring of 2002, the United Nations approached David Clark about developing a new and impactful initiative that would help promote UN Human Rights Day (celebrated annually on December 10th). Clark is known for his unique ability to drive awareness toward global problems by creating innovative initiatives that leverage celebrity support set against historic dates and locations. At the time there was no greater human rights icon in the world than President Nelson Mandela, so with an introduction provided by the United Nations, Clark traveled to South Africa to try and convince the President to lend his support for a global human rights cause brand he was creating.

THE ROAD TO 46664

According to Clark, the global 46664 campaign concert and ongoing initiative almost didn’t happen. When Clark first approached President Mandela, he was primarily concerned about the staggering HIV/AIDS epidemic that was ravaging South Africa. To Mandela, AIDS was an issue that demanded greater urgency (in contrast to the broader notion of Human Rights under which the event had initially been framed). 
THE BEGINNING

In the Spring of 2002, the United Nations approached David Clark about developing a new and impactful initiative that would help promote UN Human Rights Day (celebrated annually on December 10th). Clark is known for his unique ability to drive awareness toward global problems by creating innovative initiatives that leverage celebrity support set against historic dates and locations. At the time there was no greater human rights icon in the world than President Nelson Mandela, so with an introduction provided by the United Nations, Clark traveled to South Africa to try and convince the President to lend his support for a global human rights cause brand he was creating.

THE ROAD TO 46664

According to Clark, the global 46664 campaign concert and ongoing initiative almost didn’t happen. When Clark first approached President Mandela, he was primarily concerned about the staggering HIV/AIDS epidemic that was ravaging South Africa. To Mandela, AIDS was an issue that demanded greater urgency (in contrast to the broader notion of Human Rights under which the event had initially been framed). 

REBRANDING A GLOBAL PANDEMIC

“People with AIDS — they’re not dying because they’re sick, they’re dying because they’re poor,” Clark reasoned, “and to let someone die because they’re poor, is not a health issue, it’s a human rights issue.”
 
Clark suggested that Mandela’s old prison number “46664” from Robben Island would lend a powerful humanizing identity to the concert. The number would illustrate how those with HIV/AIDS often get overlooked, because they are reduced to mere statistics and numbers. Mandela’s prison number, a symbol of similar oppression, would send the message that human beings are not numbers and cannot be ignored. Mandela received this number because he was the 466 prisoner admitted to Robben Island prison in 1964.  
 
Clark then proposed the final HIV/AIDS rebrand to President Mandela, which he adopted: “AIDS is no longer just a disease, it is a Human Rights crisis.”

As the concert continued to develop its narrative and visual identity, Clark was inspired when he walked the grounds of Robben Island Prison and saw the oppressive barbed wire that imprisoned Mandela for decades. Trying to make the visual connection between HIV/AIDS and human rights, Clark suggested twisting barbed wire into a ribbon of hope. UN Human Rights would later go on to adopt the barbed wire ribbon as the Global Human Rights Symbol.

REBRANDING A GLOBAL PANDEMIC

“People with AIDS — they’re not dying because they’re sick, they’re dying because they’re poor,” Clark reasoned, “and to let someone die because they’re poor, is not a health issue, it’s a human rights issue.”
 
Clark suggested that Mandela’s old prison number “46664” from Robben Island would lend a powerful humanizing identity to the concert. The number would illustrate how those with HIV/AIDS often get overlooked, because they are reduced to mere statistics and numbers. Mandela’s prison number, a symbol of similar oppression, would send the message that human beings are not numbers and cannot be ignored. Mandela received this number because he was the 466 prisoner admitted to Robben Island prison in 1964.  
 
Clark then proposed the final HIV/AIDS rebrand to President Mandela, which he adopted: “AIDS is no longer just a disease, it is a Human Rights crisis.”

As the concert continued to develop its narrative and visual identity, Clark was inspired when he walked the grounds of Robben Island Prison and saw the oppressive barbed wire that imprisoned Mandela for decades. Trying to make the visual connection between HIV/AIDS and human rights, Clark suggested twisting barbed wire into a ribbon of hope. UN Human Rights would later go on to adopt the barbed wire ribbon as the Global Human Rights Symbol.

REBRANDING A
GLOBAL PANDEMIC

“People with AIDS — they’re not dying because they’re sick, they’re dying because they’re poor,” Clark reasoned, “and to let someone die because they’re poor, is not a health issue, it’s a human rights issue.”
 
Clark suggested that Mandela’s old prison number “46664” from Robben Island would lend a powerful humanizing identity to the concert. The number would illustrate how those with HIV/AIDS often get overlooked, because they are reduced to mere statistics and numbers. Mandela’s prison number, a symbol of similar oppression, would send the message that human beings are not numbers and cannot be ignored. Mandela received this number because he was the 466 prisoner admitted to Robben Island prison in 1964.  
 
Clark then proposed the final HIV/AIDS rebrand to President Mandela, which he adopted: “AIDS is no longer just a disease, it is a Human Rights crisis.”

As the concert continued to develop its narrative and visual identity, Clark was inspired when he walked the grounds of Robben Island Prison and saw the oppressive barbed wire that imprisoned Mandela for decades. Trying to make the visual connection between HIV/AIDS and human rights, Clark suggested twisting barbed wire into a ribbon of hope. UN Human Rights would later go on to adopt the barbed wire ribbon as the Global Human Rights Symbol.

MANDELA TAKES THE STAGE

President Nelson Mandela addressing the 46664 audience in Cape Town, South Africa. Mandela proclaimed, “AIDS is no longer just a disease, it’s a human rights issue.”

MANDELA TAKES THE STAGE

President Nelson Mandela addressing the 46664 audience in Cape Town, South Africa. Mandela proclaimed, “AIDS is no longer just a disease, it’s a human rights issue.”

MANDELA TAKES THE STAGE

President Nelson Mandela addressing the 46664 audience in Cape Town, South Africa. Mandela proclaimed, “AIDS is no longer just a disease, it’s a human rights issue.”
THE EVENT THAT SHOOK THE WORLD

Spearheaded by Clark, the inaugural 46664 benefit concert was one of the biggest rock events ever staged in Africa with the global MTV broadcast on November 29, 2003 reaching an estimated audience of more than 2 billion people in 166 countries. 

The concert, staged from Cape Town boasted an amazing house band – Queen, which performed to an audience of over 55,000 people. Additional artists included Beyoncé, Bono and The Edge, Peter Gabriel, Yusuf Island (aka Cat Stevens), The Corrs, Bob Geldof, The Eurythmics and several African and South African artists including Angelique Kidjo, Youssou N’Dour and Yvonne Chaka Chaka. Supporting celebrities for this inaugural 46664 concert included President Clinton, Sir. Richard Branson and Oprah Winfrey.
THE EVENT THAT SHOOK THE WORLD

Spearheaded by Clark, the inaugural 46664 benefit concert produced by Real Concerts, was one of the biggest rock events ever staged in Africa with the global MTV broadcast on November 29, 2003 reaching an estimated audience of more than 2 billion people in 166 countries. 

The concert, staged from Cape Town boasted an amazing house band – Queen, which performed to an audience of over 55,000 people. Additional artists included Beyoncé, Bono and The Edge, Peter Gabriel, Yusuf Island (aka Cat Stevens), The Corrs, Bob Geldof, The Eurythmics and several African and South African artists including Angelique Kidjo, Youssou N’Dour and Yvonne Chaka Chaka. Supporting celebrities for this inaugural 46664 concert included President Clinton, Sir. Richard Branson and Oprah Winfrey.
THE EVENT THAT SHOOK THE WORLD

Spearheaded by Clark, the inaugural 46664 benefit concert was one of the biggest rock events ever staged in Africa with the global MTV broadcast on November 29, 2003 reaching an estimated audience of more than 2 billion people in 166 countries. 

The concert, staged from Cape Town boasted an amazing house band – Queen, which performed to an audience of over 55,000 people. Additional artists included Beyoncé, Bono and The Edge, Peter Gabriel, Yusuf Island (aka Cat Stevens), The Corrs, Bob Geldof, The Eurythmics and several African and South African artists including Angelique Kidjo, Youssou N’Dour and Yvonne Chaka Chaka. Supporting celebrities for this inaugural 46664 concert included President Clinton, Sir. Richard Branson and Oprah Winfrey.
HIGHLIGHTS

A poignant moment at the global concert occurred when Yusuf Islam (aka Cat Stevens) came out of a 25-year retirement to perform his iconic hit “Wild World” alongside Peter Gabriel, who then performed his song “Biko” in front of a South African audience for the first time. The poignant song was written about human rights activist Stephen Biko who was tortured and died in prison for promoting racial equality in South Africa.
 
In addition, Clark asked his music director Dave Stewart and Bono to write the music for the event’s title song, “46664: A Long Walk To Freedom,” and Joe Strummer of The Clash to write the lyrics. “46664” would turn out to be the last song Strummer would write before his death. 

Thanks to Clark, the 46664 Campaign became a global platform that helped destigmatize HIV/AIDS while raising millions of dollars for people around the world suffering from the disease. In order to do this, Clark created a cause brand that artistically addressed the HIV/AIDS crisis in ways that were populist and inspiring rather than alarmist and frightening. 
HIGHLIGHTS

A poignant moment at the global concert occurred when Yusuf Islam (aka Cat Stevens) came out of a 25-year retirement to perform his iconic hit “Wild World” alongside Peter Gabriel, who then performed his song “Biko” in front of a South African audience for the first time. The poignant song was written about human rights activist Stephen Biko who was tortured and died in prison for promoting racial equality in South Africa.
 
In addition, Clark asked his music director Dave Stewart and Bono to write the music for the event’s title song, “46664: A Long Walk To Freedom,” and Joe Strummer of The Clash to write the lyrics. “46664” would turn out to be the last song Strummer would write before his death. 

Thanks to Clark, the 46664 Campaign became a global platform that helped destigmatize HIV/AIDS while raising millions of dollars for people around the world suffering from the disease. In order to do this, Clark created a cause brand that artistically addressed the HIV/AIDS crisis in ways that were populist and inspiring rather than alarmist and frightening. 
HIGHLIGHTS

A poignant moment at the global concert occurred when Yusuf Islam (aka Cat Stevens) came out of a 25-year retirement to perform his iconic hit “Wild World” alongside Peter Gabriel, who then performed his song “Biko” in front of a South African audience for the first time. The poignant song was written about human rights activist Stephen Biko who was tortured and died in prison for promoting racial equality in South Africa.
 
In addition, Clark asked his music director Dave Stewart and Bono to write the music for the event’s title song, “46664: A Long Walk To Freedom,” and Joe Strummer of The Clash to write the lyrics. “46664” would turn out to be the last song Strummer would write before his death. 

Thanks to Clark, the 46664 Campaign became a global platform that helped destigmatize HIV/AIDS while raising millions of dollars for people around the world suffering from the disease. In order to do this, Clark created a cause brand that artistically addressed the HIV/AIDS crisis in ways that were populist and inspiring rather than alarmist and frightening. 

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