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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.

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