Sex and Beauty in Berlin

Description:

On May 28, 2009, Hennes & Mauritz, a major fashion retailer known simply as H&M, launched a major advertising campaign in 1,000 stores in over 30 countries. The campaign promotes the store’s collaboration with Designers Against Aids (DAA), titled “Fashion Against AIDS.” The collection of t-shirts and tank tops for boys and girls are designed by some of the world’s most acclaimed musicians, producers and designers. The artist participate free of charge and 25 cents of each shirt from the collection go to HIV/AIDS prevention projects around the world. According to www.designersagainstaids.com, the ultimate goal of the project is to mould the opinion of the biggest possible amount of fashion lovers towards AIDS prevention, especially youngsters in the industrialized countries.

Why I selected it:

Berlin, Germany is a major metropolitan city. Throughout my time here, I have encountered advertisements everywhere promoting H&M’s “Fashion Against Aids” campaign. I have seen billboards, posters and more. H&M has obviously spent millions on advertising as many areas of town have several ads in the same vicinity, all with different artists depicted. This year’s campaign includes designs by Tokio Hotel, Katy Perry, Roisin Murphy, Pharrell Williams/N.E.R.D., Estelle, Yoko Ono, Dita Von Teese, Dangerous Muse, Cyndi Lauper, Yelle, Robyn and Katharine Hamnett. As a fan of H&M and of several of the artists listed, I was particularly drawn to these advertisements. I am also an advocate for AIDS awareness and prevention. In fact, with every purchase of a shirt, you are given pins with the logo as well as a postcard pack with a free condom. Please see the accompanying photos for an example.

Analysis:

Taking on their corporate social responsibility, H&M created a platform for DAA to spread its message through the designs of international artists and musicians. Beneficial for both companies, the collaboration ultimately aids H&M’s brand image. It positions it as a leading company for community responsibility around the globe. In Germany alone, there were 53,000 people living with HIV/AIDS in 2007 (http://www.avert.org/hiv-aids-europe.htm). One can also explore the issue of globalization and that of standardization versus localization. H&M has been successful in creating a universal campaign that speaks to a variety of markets. However, they have also standardized the campaign by including celebrities who are more famous in some markets than others. For example, the German band Tokio Hotel is prominently featured in the ads and gained major media exposure in German media (http://tokiohotelnetwork.com/shirt-designed-for-hm-fashion-against-aids/). H&M is also extending their “green” image as all the shirts are made with organic cotton. The issue of sex and beauty is a hot topic with this campaign as it’s interesting that a brand has chosen to align itself with safe sex and provocative poses. However, I believe that because H&M is a youthful brand catering to young people and urban professionals, they are not afraid to change behaviors and influence a generation. I would also add that the campaign invites customers to visit the store for the line and will ultimately lead to the customer picking up other items.

Key Points:

* On May 28, 2009, H&M launched a major advertising campaign in 1,000 stores in over 30 countries promoting “Fashion Against Aids”
* Taking on their corporate social responsibility, H&M created a platform for DAA to spread its message through the designs of international artists and musicians
*H&M has been successful in creating a universal campaign that speaks to a variety of markets. However, they have also standardized the campaign by including celebrities who are more famous in some markets than others