TAILIEUCHUNG - Creating Value through Cause-Related Marketing and Celebrity Advocacy: The Case of YouthAIDS & PSI

As indicated above, while YouthAIDS highlighted PSI’s ability to manage consumer brands, this same discipline had not been applied to the corporate “PSI brand.” PSI’s core audience was defined as those who influence resource decisions for public health investments in developing countries. As a result, PSI had focused its branding and outreach efforts with multi- and bi- lateral government donors. PSI had not been historically marketed to a broader audience and was not well-known to the general public. There was increasing recognition internally that PSI’s audience now reached well beyond this subset and that branding efforts would need to. | Creating Value through Cause-Related Marketing and Celebrity Advocacy The Case of YouthAIDS PSI Erwann Michel-Kerjan Center for Risk Management and Decision Processes The Wharton School University of Pennsylvania Working Paper 2012-02 January 2012 Wharton psi University of Pennsylvania I Healthy lives. Measurable results. OUTH AIDS THE WHARTON RISK MANAGEMENT AND DECISION PROCESSES CENTER Established in 1984 the Wharton Risk Management and Decision Processes Center develops and promotes effective corporate and public policies for low-probability events with potentially catastrophic consequences through the integration of risk assessment and risk perception with risk management strategies. Natural disasters technological hazards and national and international security issues . terrorism risk insurance markets protection of critical infrastructure global security are among the extreme events that are the focus of the Center s research. The Risk Center s neutrality allows it to undertake large-scale projects in conjunction with other researchers and organizations in the public and private sectors. Building on the disciplines of economics decision sciences finance insurance marketing and psychology the Center supports and undertakes field and experimental studies of risk and uncertainty to better understand how individuals and organizations make choices under conditions of risk and uncertainty. Risk Center research also investigates the effectiveness of strategies such as risk communication information sharing incentive systems insurance regulation and public-private collaborations at a national and international scale. From these findings the Wharton Risk Center s research team - over 70 faculty fellows and doctoral students - is able to design new approaches to enable individuals and organizations to make better decisions regarding risk under various regulatory and market conditions. The Center is also concerned with training leading decision makers. It actively .

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