Kate Roberts is the founder and director of YouthAIDS and Five & Alive two marketing programs implemented by Population Services International (PSI) where she is a vice president. Founded in 2001 YouthAIDS is a global education and prevention initiative that uses pop culture music theater movies and sports to stop the spread of HIV/AIDS. The program reaches 600 million young people in more than 60 countries with life-saving products and services. In 2002 YouthAIDS partnered with MTV to produce the ”Staying Alive” concert a $3 million event broadcast worldwide and featured on all major news channels. Roberts spoke with Knowledge at Wharton about cause-related marketing the Indian film industry and an event in Africa that changed her life among other topics.
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