Case Study: Rihanna

The Challenge

When YouthAIDS – one of the largest AIDS education and prevention organizations in the world – was selected as the beneficiary of global retail giant H & M’s “Fashion Against AIDS” campaign produced with Designers Against AIDS, they knew they had a special opportunity for a spokesperson to help them spread their message to youth around the world.

The Solution

With insider’s knowledge of her charity interests – and a gut instinct about her rapidly rising stature in the music industry – fuel recommended and secure then-breakout artist Rihanna to serve as the voice of YouthAIDS within the H & M campaign.

The Results

Featured in billboards, street posters, magazine ads and in more than 1,100 H & M stores worldwide, Rihanna’s photos, specially-designed t-shirt, video PSA and media interviews helped YouthAIDS generate thousands of press hits and millions of dollars for its 60+ AIDS/HIV awareness and prevention programs around the world.

Just prior to the campaign’s launch, Rihanna received her first Grammy nomination and has since become one of the biggest names in pop music.