The 46664 campaign is an initiative to inspire individual and collective action towards an AIDS-free world. At its core, the campaign is about bringing hope and inspiration to all affected by HIV/AIDS. Thus 46664 raises awareness about the HIV/AIDS pandemic and the underlying issues that influence it, such as poverty, lack of education, gender inequality, lack of access to health facilities and the denial of economic opportunities. 46664 achieves its objectives through outreach campaigns in Africa and beyond, as well as through the staging of multi-artist concerts, sports and entertainment events and fundraisers.
The campaign uses the universal connecting power of music, sport, entertainment and celebrity to educate, engage and empower those infected and affected by HIV/AIDS, and draws upon an extensive global network of ambassadors and celebrities. International ambassadors have the power to raise awareness and educate the younger generation in particular. By gaining global backing for the cause, 46664 looks to raise funds to directly assist the many HIV/AIDS projects it supports.