Roberts knew she needed to launch YouthAIDS with a partnership-driven and shared knowledge perspective in mind. The first campaign, she reasoned, would have to be done on a large-scale basis that would quickly attract attention. She proposed the idea of a global awareness-building concert on MTV. Needless to say, since the NGO was just being formed, she had to lobby tirelessly to sell YouthAIDS as a charitable partner to the network, artists and potential corporate sponsors. But as more of them started to buy into the idea, this triggered a positive spiral and others.
