This campaign would then be expanded upon by celebrity advocacy. Roberts had seen the power of celebrities – from musicians to actors – in her corporate work. They had the ability to generate passion amongst their followers, generate buzz in the media and attract donors. She believed she could work with diverse celebrities across the celebrity structure and harness this incredibly powerful marketing tool to promote YouthAIDS to a broad audience. American actress Ashley Judd wrote: “That was her (Roberts) genius: instead of imposing an American idea of what was hip and sexy, and.
