Silent No More
In order to find success in this sometimes somber niche, distributors need to get the word out that they have the ability to complete these kinds of orders. “Advertise the products in flyers, magazines and at all trade shows, and also make sure that the reps talk it up,” stated Rocco. Hornstein’s final keys to success: “Try to offer them something that makes the fundraising item unique to their cause.” Lastly, he added, “Don’t forget packaging. Adding a card or brochure that describes the cause and explains its goals will ensure lasting impressions.”
In 1987, the “Silence=Death”/“Action=Life,” AIDS awareness and activist project was born. Looking back on it 20 years later, it seems to be an appropriate statement of the era. Not only in regard to AIDS awareness, but for so many other important social and health-related awareness concerns. The wall of white-gloved silence was officially torn down and a new “roll-up-your-sleeves, get-in-there-and-help” attitude was born. Awareness education now comes to the masses. Today, there are races to run, as well as auctions, award ceremonies, galas and dinners to attend. Even solace and solidarity are found in T-shirts, caps and bracelets.