The New Zealand AIDS Foundation was founded in the early 80s amidst the crisis. But as HIV/AIDS challenges changed over the following four decades, the brand needed to change with it. So, when the New Zealand AIDS Foundation rebranded to Burnett Foundation Aotearoa – after one of its co-founders Bruce Burnett – we were faced with a dilemma… no one knew who Bruce was, or what we had done.So we turned to influencers at the heart of the community to share the story by asking one simple question:  “Have you heard what Bruce did?”We used the newest generation of LGBT+ influencers to pay homage to Bruce Burnett, one of our oldest LGBT+ influencers.  We turned the role of influencer marketing into a news distribution mechanic.  Media are often reluctant to cover a name change, so we created a groundswell of conversation and discussion about Bruce as the springboard to launch a nationwide PR campaign, capturing the attention of broadcast and mainstream media, ensuring we had blanket coverage for 24 hours… so everyone was talking about Bruce.