H & M Fashion against Aids (click)

**One of the many H&M's I went shopping in - near Zoologischer Garten**

**In the dressing room: Purple Heart Condoms; Life is Too Short-Have Sex Be Safe t-shirts

H&M has launched a project to collect funds and drive awareness around the HIV virus. Fashion against AIDS features a special t-shirt collection designed by a series of international music artists. Celebrities are making a stand to raise awareness and help fight the disease. I learned that 25% of the sales are being donated to youth HIV/AIDS awareness projects. Some of the celebrities I've seen on ads around Berlin, who have come together to design H&M's new collection, are Dita Von Teese, Katy Perry, Cyndi Lauper, N.E.R.D and Tokio Hotel. Many of the designs have an 80’s feel to them, which is hip for summer.

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The Fashion against AIDS campaign is a great example of interactive media and, in my opinion, one of the great advertising ideas I've seen recently. I always love it when celebrities use their super powers for good. H&M's message is loud and clear, with bold slogans and vibrant summer colors. Everywhere I went, whether by train, tram, bus or on foot, I could easily recognize the campaign. What is it about H&M's Fashion against AIDS awareness campaign that works well throughout all of Europe? It’s very simple. The project used the same black and white photography, while adding a splash of neon colors, for all its diverse advertising. In addition, the use of well-known celebrities could easily bring the ad campaign from Germany to Holland and even to Czech Republic (a few places I spotted the ads).

While in Berlin, my experience at an H&M was just as interesting as the campaign. On every other street corner, I could find an even bigger and better store. However, not every store was the same, and not every store offered the Fashion against AIDS collection. I noticed the collection was only sold, and probably with good reason, in the more youthful H&M stores. As you first walk in, you're engulfed in colors. The music coming from the speakers is a compilation of featured songs from the celebrities who have joined the campaign. At checkout, after I purchased a 'safe sex' t-shirt, the person behind the counter gave me a pin with Tokio Hotel on it. The cashier then pulled a basket full of condoms, what I thought initially to be postcards, and let me take as many as my little heart desired. I took six condom/postcards thinking about my roommates back at the hostel. You gotta love H&M!

**A postcard with a boxed condom attached to it; given to me after purchase