The campaign calls on people to sign up to the petition, to put pressure on world leaders to ensure that no child is born with HIV by 2015.
The campaign invites people to join the One baby protest at www.one.org/babyprotest.
At the heart of the creative is a video of an animated baby. Users are able to choose one of five babies and can pick one of seven pre-recorded baby protest messages. Users send on to their friends and the baby delivers the message.
Alternatively, users can type in any message they wish and again the baby will deliver the message. By taking part, people are signing a petition to world leaders.
A second element of the campaign is to ask people, including celebrities, to change their profile on their social networking sites to one of them as a baby.