Important note: Information in this article was accurate in 2001. The state of the art may have changed since the publication date.
PRNewswire - November 30, 2001
This international action will launch on World AIDS Day (December 1, 2001) with a fully integrated campaign including: advertising, PR, celebrity endorsements and the announcement of a global MTV concert. The web site enables people to get involved by individually donating at least $10.00. This amount covers the cost to educate and supply a sexually active person with a supply of condoms for one year.
"The YouthAIDS campaign is an immediate hands-on drive to curb the tide of AIDS and save future generations NOW," said Kate Roberts, PSI Director of Public Affairs and Cause Marketing.
"This past September 11th 4000 people were killed by terrorists in New York. The same day, 8,000 people died from AIDS worldwide and 8,000 people continue to die each day since. The magnitude of this problem is almost incomprehensible. As business people, designers, technologists, and New Yorkers we wanted to do something," added Bryan Thatcher CEO of Fusebox.
Additionally, YouthAIDS will be one of the beneficiaries of "What's Going On", a project of Artists Against AIDS Worldwide (AAAW). Led by Bono, international artists including Alicia Keys, Fred Durst, Christina Aguilera and more came together to produce the super-single and CD. A percentage of the proceeds from the sale will go to YouthAIDS for expansion of its HIV/AIDS prevention programs.
In addition to Fusebox and AAAW, YouthAIDS other partners include, DDB Worldwide, DDB Issues & Advocacy for Advertising/Issues PR, Ford Models, Ford Music for celebrity support, and Edelman Entertainment Marketing for public relations.
About PSI
Population Services International (PSI) is the largest social marketing agency in the world. Based in Washington, DC, PSI operates health programs in over fifty countries. The PSI network delivers health products and services in the areas of HIV/AIDS and sexually transmitted infection prevention, family planning, malaria prevention and maternal and child health. Through social marketing, PSI harnesses the size and strength of the existing retail distribution networks to make health products available at low cost and to motivate healthier behavior. Where public health care facilities are scarce or overtaxed, PSI fills a critical gap.
About Fusebox (http://www.fusebox.com)
Fusebox creates people-centric digital brand experiences through a range of services, which include strategy, design, and technology. The company was founded in 1989, has 50 employees and is privately held. Other Fusebox clients include Carnegie Hall, Time Warner Cable NYC, and JPMorgan Chase.
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