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Good Magazine looks at Kate Roberts’ approach to cause-related marketing. A former exec at the Moscow and Bucharest branches of Saatchi & Saatchi, Roberts now heads YouthAIDS, a not-for-profit based in Washington, DC.
Comparing her groups’ educational message to that of consumer marketing, she says, “It’s the same strategy. You have to make something desirable, available, and affordable.”
According to a recent survey, nearly 7,000 young people are infected with HIV every day across the globe. So, the need for effective communications is ever-present.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.