THE DEFINITIVE GUIDE VIDEOGAME MARKETING AND PR

The success of the concert was clearly monumental – MTV donated millions of dollars’ worth of free airtime, and PSI was able to air PSAs across the globe that encouraged healthy behavior and empowerment. To many, Roberts and her team had opened the door for large-scale partnerships with alternative audiences for PSI; it was uncharted territory for the organization but proved to be successful in illuminating the YouthAIDS brand and PSI’s work. As YouthAIDS took off, it attracted donations from a wide variety of sources, large and small. This increased the legitimacy of YouthAIDS, gave the team...