Russian fashion designers against AIDS – PR Campaign
26 Apr '06
3 min read
Russian Fashion Week (RFW) has teamed up with Transatlantic Partners Against AIDS (TPAA) to call attention to Russia's frightening AIDS explosion. Alexander Shumsky, Russian Fashion Week's Producer-General, along with TPAA's CEO John Tedstrom, will co-produce a few major PR joint ventures, not only in Moscow, but throughout Russia and the former Soviet Union.
This PR campaign was initiated during Russian Fashion Week's April 2006 show on Red Square. The first campaign, "Russian Designers Against AIDS," was Russia's first major event to call attention to the global AIDS/HIV problem.
RFW and TPAA, in conjunction with Russia's "StopSPID" (StopAIDS) campaign, featured Russia's top young designers at Russian Fashion Week. These top designers created t-shirts as symbols of solidarity in the fight against AIDS in Russia. The t-shirts were showcased at RFW, and were unveiled prior to the show, to announce the new AIDS initiative.
The t-shirts will serve as symbols of personal commitment and solidarity in the fight against AIDS. RFW and TPAA raised awareness about the HIV/AIDS epidemic in Russia, (which disproportionately targets young people), and challenged the stigma associated with HIV/AIDS.
Kenneth Cole, Creative Director of Kenneth Cole Productions, the first to use the fashion industry to attract public attention to the problem of HIV/AIDS has said: "I congratulate Transatlantic Partners Against AIDS and the participants in Russian Fashion Week for their efforts to address the global AIDS epidemic. The fashion industry has worked long and hard to raise awareness and support in the struggle against HIV and AIDS.”
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