Dr. Kundrun / Dr. Trautmann - dothiv Using new TLDs for a social cause
Using new TLDs for a social cause:.hiv – the red ribbon of the digital eraMunich, September 2011.
The .hiv domain-ending becomes thered ribbon of the internet. Watch the lm
How it works:Companies register .hiv- Internet users activate These funds will bedomains as virtual red microdonations by distributed to HIV-ribbons. visiting any .hiv-website. projects via an internet plattform.In general, .hiv-websites The money nancing thisjust forward the internet donation comes from the Activists from all over theuser to the actual cumulated registration world can present theirhomepage of the fees of all .hiv-domains. work there. In an opencompany. voting process, internet users decide which projects will be supported.
The social impact.dotHIV creates awareness, far beyond conventional HIV campaigns..hiv-websites function as mnemonic hooks.Internet and Social Media reach the young target group (15-30 years) which is mostimportant for HIV awareness.Feedback and active involvement of internet users boost the communicative power and keepthem involved with the topic.Broad visibility and the involvement of companies to ght HIV work against the stigma ofthe virus.
The social impact, cont.dotHIV provides civil society intiatives with new nancal support.For civil society initiatives it is dif cult to generate funds via existing allocation distributionstructures.dotHIV opens a new channel for funding that allows quick and unbureaucratic supportespecially for smaller initiatives.dotHIV does not depend on usual donations. All of the funds to ght HIV are generated viadomain sales.
dotHIV from the perspective of internet users.A layer welcomes the internet user, says „thank you“ and highlights the totalsum of funds allocated so far. The actual homepage stays untouched.
dotHIV from the perspective of companies.The dot makes the difference: Companies don´t associate their brands with the HI-Virusbut show their commitment in the ght against it. A concurrent campaign establishes .hivas the red ribbon of the internet.Broad-ranging CSR communication: companies who already support HIV projectsget new communicative opportunities for their CSR-activities.Positive marketing effects: companies get an emotional access to a nancially sound tar-get group with an interest in a shared social objective.Positive experience: Visiting a company´s .hiv-website will be emotionally charged – .hiv-sites convey the feeling of doing something good together.