The Fashion Against AIDS Campaign was launched in May 2009. It is a consistent campaign throughout Europe and in the United States to promote Aids awareness and prevention as well as safe sex. The campaign was executed in several countries with a distinctive look and an array of stars representing as opinion leaders and trend setters of an up and coming generation. The campaign consists of a fashion line designed by Designers for AIDS and also several pieces designed by the stars. A donation of 25% of each "Fashion Against AIDS" item is made.
For more information, check out: http://www.designersagainstaids.com/ & http://www.hm.com/us/#/faa2009/
Highlights:
- International stars are considered influential in most European countries alike and are sending an awareness message in English rather in customized native languages so that the locals can relate. (Seems to be working but there is no proof!)
- This is a truly international campaign with one look and one message completely standardized.
- H&M and the stars are benefiting greatly, publicity wise, out of this campaign and the store performs corporate responsibility all around the world and the stars are also donating their time and efforts for this cause.
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First of all, I thought this campaign was great in raising brand awareness for H&M. People who live in places where there isn't even a store knows about H&M. Using world renowned celebrities from all genres was impressive as well, this essentially allowed H&M to reach all target groups at once. Bravo!
ReplyDeleteI didn't know about this campaign, when I saw it for the first time, I had a feeling of joy because there is people who look not only for advertise a campaign but also for helping others.
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