With this in mind, Roberts met with Holscher and together they created YouthAIDS, sketching the logo and mission on a napkin over coffee in a Washington, DC café. YouthAIDS would be a specific entity within the PSI portfolio of activities. The concept was to begin with a cause-related marketing campaign that would provide a platform from which to raise awareness, promote PSI’s work and provide a novel source of funding. The cause – preventing young people from becoming infected with HIV – would form the core of the campaign. In collaboration with corporate partners, cause-related marketing efforts would.
