ELLE Fashion for Life – a unique mix of fashion and music -is a fundraising campaign that aims to raise awareness and money for a cause that strives to make a positive impact on the community. We have chosen HIV/AIDS awareness as our cause and with passion and commitment to give back to the society, we at ELLE Magazine aim to run the campaign annually, starting from this year. The group that we have chosen to support is the positive Partnership Program (PPP) under the care and management of the Population and Community Development Association (PDA)
The campaign detail
The ELLE Fashion for Life campaign is consists of activities and collaborations between fashion designers, musicians, artists, and partners.
The ELLE Fashion for Life Concert: The main event featuring concert/performances from famous music artists while featuring fashion shows from top Thai designers. Intermixed with the performances will be guest appearance by celebrities and performers giving insight to the state of HIV/AIDS in our community. With target of over 4,500 people on June 13th, 100% of ticket sales will be donated to the PPP.
ELLE Fashion for Life Merchandise: Limited edition products designed by fashion designers, artists, and partners will be sold at a variety of channels to raise funds to support the campaign.
ELLE Fashion for Life Exhibition Roadshow: To raise awareness of the HIV/AIDS problem in Thailand and to promote the campaign to a wider audience, there will be an exhibition of special photographs of celebrities, designers, music icons, models, actors/actresses in campaign t-shirts at 3 main shopping centers: CentralWorld, Central Chaengwattana
Central Festival Pattaya
Educational Kit: A fun and easy to understand educational kit for the children/teenagers. To prevent HIV AIDS in the future, we must start ultimately at the population ultimately most at risk and who hold the future of the country in their hands – our youth. With the changes in the social norms in our community and culture combined with the weakness in socio-sexual education, there is a tremendous risk to Thai youth in their lack of knowledge, not only in terms of the risk of contracting HIV AIDS but also other STDs. The subjects planned in the booklet will extend beyond just sex education, but will touch on the issues of physical and mental health awareness as it pertains to sexual behaviour and the risks involved, reflecting the normal challenges of growing up with peer pressure, bullying, parental strictness and other issues that Thai youth face each day.
The cause we support
Positive Partnership Program (PPP)
1. The organization behind the program: The PPP was founded by the Population and community Development Association (PDA) by Dr. Meechai Veeravaitaya, a Bangkok-based nongovernmental organization.
2. Objective of the program: The program has two distinct yet complementary goals. The first, to enable people living with HIV/AIDS to lift themselves out of poverty as well as giving them a means to support themselves and a will to live, by offering small loans to resource-constrained HIV-positive individuals who otherwise have no access to credit in conventional, affordable ways. The second goal is to reduce HIV-related stigma and discrimination against people living with HIV/AIDS.
3. How it works: The project offers small loans to partnerships of people living with HIV/AIDS and a “buddy” (often a friend or family member who is not living with HIV/AIDS) to set up small business ventures in their communities. A key role of the “buddy” is to generate understanding and acceptance of HIV positive people in the community and to remind the HIV positive partner to take medications regularly.
4. The results: Initial results for PPP point to a profound improvement in quality of life for many people living with HIV/AIDS
• Many report that they no longer feel that they must accept being discriminated against or that they must hide
• They have found support and assistance from others who understand their experiences.
• They are leaders in their communities’ HIV awareness campaigns
• They are more inclined to seek out treatment when needed.
The financial results were equally impressive. In the period since the project was launched, 91% of the loans have been repaid on time. This indicates that people living with HIV/AIDS are just as likely (if not more so) to meet financial obligations as those not facing a life-threatening illness.
Why we are doing it
As Thailand’s leading fashion, beauty and lifestyle magazine, communicating and reaching such a wide variety of readers – from the leaders in society today to the young and up-coming youths – we feel that we are in a unique position and have the ability to talk about issues that may be difficult or sensitive but are important to our community. With this in mind, ELLE plans to take an active role in working with as many like-minded partners as possible to bring back HIV/AIDS awareness and education to the Thai public, in a sustained and consistent manner.
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