ALDO Shoes and YouthAIDS have created a global campaign to raise awareness and funds to fight AIDS. The ads feature big Hollywood stars, including: Ashley Judd, Christina Aguilera, Salma Hayek, Cindy Crawford, Penélope Cruz, LL Cool J, Elijah Wood and Josh Lucas.
For $5 they are selling these Empowerment tags, with words from the campaign which plays off the "Hear no evil. See no evil. Speak no evil." They also feature the typical engraved ribbon. 100% of the profits will go to YouthAIDS.
The ads are all done in black-and white and were shot by Peter Lindbergh. The concept was developed by ALDO's agency, Kraftworks Ltd.
The tags will be available at ALDO stores and on youth-aids.org, which also includes more pieces to the campaign, including postcards which feature the ads to send via email, the ads, and a video and photographs of the campaign being shot.