Fashion for a good cause.
ByThe clothing store H&M is in it’s third season or raising funds for Fashion Against Aids. This year, the store has decided to cast well-known runway and editorial model Josh Beech to be the face of this season’s campaign. In conjunction with the editorial campaign, H&M is launching its first festival collection, with 25% of all sales going directly to youth HIV/AIDS awareness projects. The campaign involves many designers and celebrities who have done a variety of PSA-style videos, as well as designed a wide variety of awareness-related promotional items such as t-shirts and bags. I love this ad campaign because I feel like H&M does really care about HIV/AIDS awareness and they are able to help involve consumers who would not necessarily give to this kind of charity by using high profile people, making beautiful, fashion-forward campaigns, and selling affordable, stylish clothing to the masses.
To look at what H&M has done in past seasons for this charity please check out these links below:
http://www.hm.com/us/press/pressreleases/fashion__prfashion.nhtml
3 Comments
April 23rd, 2010 at 8:31 pm
I really like the idea behind this campaign. I think it’s great that H&M is trying to contribute their
share of success and create a humanitarian campaign that will further increase HIV awareness.
I do not know if this campaign is only for the US, but I think that would even make this even better would be to launch it all over the world. As we know, H&M is very well known in all of Europe and I think that this campaign would really increase awareness in these countries, where humanitarian campaigns are not always as effective and informative.
April 27th, 2010 at 10:49 am
I’m not a big fashion person, but I think this is a great campaign with the right stuff. 25% of profits is a large margin and will have a meaningful impact. Getting designers and models involved will also hopefully have some long term benefits by getting people whom they influence to care about the cause. Neat campaign with actual impact.
May 2nd, 2010 at 4:05 pm
I definitely enjoyed Andrea’s insight on marketing to a worldly consumer base. I have found that part of social media to be very intriguing as our Social Media class has gone on. Since the web is world wide, it seems like one should focus one marketing campaign based on its target audience. For example, some countries perceive things in different ways based on traditions, morals or values for example. However, Andrea is right. A campaign for H&M to promote HIV awareness can be identified internationally. It is a concern in many areas in the world today and is a great global awareness campaign. Fashion is also global, so the campaign is very applicable to many areas.