Creating Value through Cause-Related Marketing and Celebrity Advocacy: The Case of YouthAIDS & PSI
New Case study released!
Abstract: Population Services International (PSI) is a leading global health organization with programs targeting malaria, child survival, HIV, reproductive health and non-communicable diseases.
Working in partnership with the public and private sectors, and harnessing market practices, PSI provides life-saving products, clinical services and behavior change communications that
empower the world’s most vulnerable populations to lead healthier lives. YouthAIDS is an education and prevention program of PSI that uses media, pop culture, music,
theater and sports to stop the spread of HIV/AIDS. YouthAIDS has reached over 600 million young people in more than 65 countries with life-saving messages, products, services and care.
Founded in 2001 by Kate Roberts, YouthAIDS grew out of her passion to make the world a better place. Operating as a fundraising and marketing mechanism for PSI’s youth-focused HIV/AIDS programs, YouthAIDS has long been a brand within a brand. This case discusses the formation of YouthAIDS, its model of combining private sector strategies with celebrity
involvement in a global health problem and the challenges and opportunities posed by the success of YouthAIDS to its parent organization, PSI. The study is divided into three parts;
questions for assignment and class discussion are proposed.
Key words: Cause-related marketing; NGO; leadership; social marketing; private sector; celebrity
engagement; value creation; health risks
Goals of the Case Study—This case has three main goals:1. Demonstrating how a cause-related marketing approach can help make an NGO
successful at creating sustainable value, attracting unrestricted funds, generating buzz
and focusing the spotlight on a cause.
2. Appreciating the challenges posed by the success of one entity or brand within an
organization to the future of the whole organization.
3. Examining an impactful personal journey.
The full case is available BY CLICKING HERE