The #EndAIDS (Nike) Red Laces Raises Awareness of the Disease
Meghan Young — July 28, 2010 — Fashion
If eradicating diseases was as easy as tying your shoelaces, life couldn't be better. Well, we're one step closer with the #EndAIDS (Nike) Red Laces. Nike's latest charity campaign raises money for, and awareness of, this disease.
Considering that 100% of the #EndAIDS (Nike) Red Laces proceeds will go to Global Fund, this is an incredible endeavor. So far, Nike has raised over $150 million dollars. This money will go towards "HIV testing, antiretroviral medication, medical staff training and preventative measures against mother-child disease transmission," according to Psfk.
Considering that 100% of the #EndAIDS (Nike) Red Laces proceeds will go to Global Fund, this is an incredible endeavor. So far, Nike has raised over $150 million dollars. This money will go towards "HIV testing, antiretroviral medication, medical staff training and preventative measures against mother-child disease transmission," according to Psfk.
Trend Themes
1. Charitable Partnerships - Nike's charity campaign for AIDS creates an opportunity for similar partnerships between companies and non-profit organizations.
2. Social Responsibility Marketing - Companies can market their products through social responsibility campaigns that can raise both awareness and funds for urgent causes such as disease prevention.
3. Cause-marketing Hybrid Products - Brands can explore creating hybrid products that combine their offerings with social causes to create more meaningful value propositions.
Industry Implications
1. Sportswear and Apparel - Sportswear and apparel companies can create charitable initiatives that tie into their brand's mission and identity.
2. Non-profit Organizations - The success of campaigns like #EndAIDS (Nike) Red Laces creates opportunities for non-profit organizations to partner with corporations and leverage their reach and marketing resources.
3. Pharmaceutical and Healthcare - Pharmaceutical and healthcare companies can collaborate with sports brands to promote health and disease screening initiatives and prevention efforts.
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