ALDO FIGHTS AIDS
CREATION AND GLOBAL LAUNCH (35 COUNTRIES) OF AWARD WINNING, BREAKTHROUGH GLOBAL CAUSE MARKETING HEAR NO EVIL, SEE NO EVIL, SPEAK NO EVIL CAMPAIGN
Concepting - photography - talent management - print / digital / OOH strategy - retail strategy - store communications and global PR - media strategy
The ALDO FIGHTS AIDS campaign was one of the very first of its kind. It was an international, multi-channel, multi-lingual and multi-cultural campaign launch at the very beginning of the cause marketing revolution. “Hear No Evil, See No Evil, Speak No Evil” focused on a series of black and white images and video with a strong call to action to “Hear,” “See” and “Speak” about HIV/AIDS. The campaign incorporated a strong fundraising message encouraging consumers to buy an Empowerment Tag with 100% of the net proceeds benefitingWashington D.C. based YouthAIDS ‘ awareness programs around the world.
Some of the many elements that required development and coordination included: a store communications platform, product development and packaging, visual merchandising, training, creative development, media buying, public relations, franchisee adaptations, website development and social marketing, as well as custom e-commerce development.
Measurable Outputs of the Campaign
“Hear No Evil, See No Evil, Speak No Evil” sold more than a million Empowerment Tags resulting in $5 million raised in support of Youth Aids’ life-saving programs.
The campaign images were seen in major markets around the world, from New York to London to Johannesburg to Sydney. The campaign garnered over 1.5 billion editorial impressions in leading media outlets such as the Chicago Sun-Times, The Washington Post, US Weekly, People, GQ and Elle as well as on television globally on news and entertainment shows such as Entertainment Tonight and FOX news. The e-commerce capable website, www.youthaids-aldo.org, received more than 15,000 visitors per day, and ALDO benefited from a huge spike in store traffic and shoe sales during the period of the campaign and thereafter.
The campaign has won numerous prestigious awards – A Cause Marketing Forum Halo Awards (Gold),The Footwear News (FN) Achievement Award – Marketer of the Year, and a nomination by Strategy Magazine as one of the top 2006 cause marketing campaigns. The campaign has appeared in business books, continues to be used in University level marketing classes and has been featured in the CONE Millennial Study as a best practice for global cause marketing. Notably, the campaign will also form part of a case study at Wharton Business School.
The campaign images were seen in major markets around the world, from New York to London to Johannesburg to Sydney. The campaign garnered over 1.5 billion editorial impressions in leading media outlets such as the Chicago Sun-Times, The Washington Post, US Weekly, People, GQ and Elle as well as on television globally on news and entertainment shows such as Entertainment Tonight and FOX news. The e-commerce capable website, www.youthaids-aldo.org, received more than 15,000 visitors per day, and ALDO benefited from a huge spike in store traffic and shoe sales during the period of the campaign and thereafter.
The campaign has won numerous prestigious awards – A Cause Marketing Forum Halo Awards (Gold),The Footwear News (FN) Achievement Award – Marketer of the Year, and a nomination by Strategy Magazine as one of the top 2006 cause marketing campaigns. The campaign has appeared in business books, continues to be used in University level marketing classes and has been featured in the CONE Millennial Study as a best practice for global cause marketing. Notably, the campaign will also form part of a case study at Wharton Business School.
Most importantly, the campaign inspired and empowered young people to talk about HIV/AIDS.
