The white paper Creating Value through Cause-Related Marketing and Celebrity Advocacy: The Case of YouthAIDS & PSI discusses the formation of YouthAIDS, its model of combining private sector strategies with celebrity involvement in a global health problem and the challenges and opportunities posed by the success of YouthAIDS to its parent organization, PSI. The study is divided into three parts; questions for assignment and class discussion are proposed.
The case will be taught at George Washington University School of Public Health by Kate Roberts at her 2012 course on Global Social Entrepreneurship.
The paper is authored by Prof. Erwann Michel-Kerjan, from the Center for Risk Management and Decision Processes at the Wharton School, University of Pennsylvania.
Read the white paper here.
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