A Social Cause Using Celebrity Strategy

Case Study: Development and Fundraising Using Celebrity and VIP Strategies

Client: A nonprofit in HIV/AIDS Research and Prevention

Challenge: Raise national and global awareness, together with new sources of funding, in order to overcome the stigma of HIV/AIDS.

Outcomes:

  1. Raised more than $20 million net for the cause in 18 months in the US and Europe.
  2. Identified the first 3 people in US, Europe and Japan who donated $1 million each to the cause and the client organization.
  3. Educated the public about prevention methods: why and how to get involved.
  4. Dispelled myths and misperceptions using scientific facts and human stories.
  5. Transcended stereotypes and stigma to make it everyone’s cause and concern.
  6. Won Emmy Award for the PSA campaign series broadcast in 650 TV/radio markets.
  7. Influenced policy makers, including President Ronald Reagan, to acknowledge and address HIV/AIDS issues publicly for the first time.

Key Success Factors:

  1. Develop a celebrity spokesperson strategy that would serve as the foundation for education and public support.
  2. Create simple, factual messages with dramatic images featuring major celebrities in entertainment and the arts, coupled with leaders in science, politics and business.
  3. Target high profile leaders who felt personally touched by the disease.
  4. Produce 48 Public Service Announcements featuring 64 celebrities that would be broadcast free on TV and radio in order to go “viral” in the media.
  5. Organize gala events that netted $1 million each, including “Art Against AIDS.”
  6. Cultivate potential major donors from business, media and entertainment industries.
  7. Spotlight top 3 as the first, brave million dollar donors; celebrate each at gala events.

Bottom Line:

“James brings passion to every project and cause. He helped us raise awareness, millions of dollars and support in the fight against HIV/AIDS through major events and new donors, when no one else could or would.” ~ Elizabeth Taylor

Take an innovative, high profile approach in an international campaign to go viral through all media channels and networks.

By coupling facts with human stories, and celebrities with real people, this created international PR buzz: it demanded the attention and action of every citizen, policymaker and thought leader to get involved.

Everyone had a stake.