PSI President and CEO Karl Hofmann recalls: “In just over 10 years, the YouthAIDS platform grew into a brand that drove attention and resources for HIV prevention and education. PSI, at that time, was a highly successful implementing organization but traveled below the radar with little brand awareness except among a small set of development insiders. By creatively marketing the HIV implementation arm of our organization in a more attractive and media friendly way, Roberts was able to give YouthAIDS real substance and to raise diversified funds. The combination of the two, PSI+YouthAIDS, expanded horizons for both.
