We just received the news that our global 'Fashion against AIDS' campaigns/collections with H&M (which was our concept) raised 11.195.228,00 US $ or 8.558.893,00 € over the last 5 years and this fact makes us incredibly happy and proud, also because at the same time we raised a lot of awareness about HIV/AIDS among young people thanks to celebrities such as Rihanna, Katy Perry, Pharrell Williams, Tokio Hotel and so many more speaking out about the need for safe sex in the campaign videos, in advertisements and via various social media online. Just thinking about all those new HIV prevention projects that could be started all over the world thanks to the 'Fashion against AIDS' donations (25% of all items sold was donated to 4 HIV/AIDS charities by H&M) makes us happy- and the fact that we now have our own education center makes it extra worthwhile.
'Fashion against AIDS' showed the power of the consumer and an engaged company used in the best possible way to help better society and we seriously believe that this way of working is the future. Customers want authentic products with a good story behind them and they also love knowing that part of their money is being used for a good cause. We'd do it again in a heartbeat!