Preggers sans HIV
Why this works:
1. Monochrome focuses attention on the message. It’s also consistent with the black-and-white one.org logo.
2. Hand-written text on the bellies of mothers is very personal. These are real pregnant women, not actresses, so they are harder to dismiss.
3. “We’re not asking for your money, we’re asking for your voice.” People are used to non-profits asking for cash, so this tagline prevents the viewer from putting up defenses.
When you go to www.one.org, you’re smacked in the face with a request to “join now” by entering your email address and zip code. This is consistent with how the brand’s stresses taking action, but newcomers may get defensive if they don’t even know what the organization does. Otherwise, solid commercial and website.