ALDO
Background
Worldwide, HIV/AIDS is a disease of young people with half of the 5 million new infections each year occurring among ALDO's key target audience – people 15 to 24. As a long-term partner of YouthAids.org, ALDO needed a bold new communications plan that would help raise awareness and funds for this important cause.
Results
Punch helped ALDO draw a powerful connection between fashion marketing and cause marketing by repositioning ALDO as the brand of footwear, leather goods and accessories that helps young people look good, do good and be good.
| Look Good | = Check out the great ALDO styles |
| Do Good | = Join the fight against AIDS; buy an empowerment tag |
| Be Good | = Protect yourself against HIV; get the facts |
Punch brought this strategy to life via the "Martial Arts" campaign – a bold approach that merges fashion with fighting in dramatic ways. Models were featured in a series of battle poses that gallantly showcase ALDO products while metaphorically depicting the fight against AIDS. A viral video was also launched to further build awareness and drive traffic to a mini-site where people could learn more and take action.
The campaign ran worldwide in multiple languages to great success. To date, the sale of ALDO fights AIDS products has generated over $3.5 million in donations to YouthAids.org.
