Earlier in the year, Breathe, the Dubai-based independent brand consultancy, were commissioned by the International Cricket Council (ICC), to develop a top-line strategy, naming and brand identity programme for THINK WISE – a global partnership initiative between the International Cricket Council (ICC), UNAIDS, UNICEF and the Global Media AIDS Initiative (GMAI). 

Using the power of cricket to help tackle key issues around HIV and AIDS, THINK WISE has been designed to encourage and motivate safer behaviour and tackle stigma against people living with HIV throughout the world’s diverse network of cricket playing countries. The initiative utilises the role that sport plays in helping to bring people together to tackle key issues and encourage social change.  THINK WISE was launched at this year’s ICC World Twenty20 cricket tournament in London, with 2009 also marking ICC’s Centenary. 

An ICC spokesperson said: “We have been working with our partners, UNAIDS, UNICEF and the GMAI for a number of years to raise awareness about the AIDS epidemic and help reduce the stigma associated with HIV. It’s fantastic that during our centenary year we are expanding the partnership focus and the development of the THINK WISE tag line is a great way of doing this.” 

Sajag Patel, Breathe’s Managing Director said: “Focusing on the objectives of the programme, to raise awareness and understanding, across a diverse global audience, we have developed a simple and engaging, instantly recognisable visual language – capturing the very essence of the brand.”