BBH unveils African Aids orphans ad

A charity is taking its fund-raising message on to television in an attempt to ease the plight of 12 million African orphans whose parents have died from Aids.

Bartle Bogle Hegarty's Fred Raillard and Farid Mokart have produced the 60-second spot for Hope HIV, which will break on ITV, Channel 4 and satellite channels at the end of the month as part of efforts to raise money for orphan care projects.

Established in early 2000, the charity aims to build on the £1.3 million already raised in Britain to help the children.

Hope HIV was set up by the former police officer-turned-African-voluntary-worker Phil Wall, and stems from his unsuccessful attempt to adopt an Aids orphan and bring her back to the UK. Since then he and a small team have set up eight projects throughout the African continent.

The commercial features Lelona, aged ten, who lives in a poor district of Cape Town and is studying ballet.

The film, which was directed by Erika Brumage for Shooting Gallery, supports the charity's philosophy of facing death and defying it by showing the girl dancing in the sunlight. As she does so, it becomes apparent that she is dancing among gravestones.

John O'Keeffe, the BBH executive creative director, said: "Global problems of this magnitude can be so overwhelming as to become, in people's minds, beyond solution. So it's important to show the hope amid the tragedy."