The Elton John AIDS Foundation (EJAF) was established in 1992 and is one of the leading independent AIDS organizations in the world. The Foundation’s mission is simple: to be a powerful force in the end to the AIDS epidemic. WCPG joined forces with EJAF to lead corporate and strategic partnerships in alignment with the Foundation’s 30th anniversary, Elton John’s Farewell Yellow Brick Road tour, and beyond.

Result:

WCPG facilitated partnerships including Pride month partnerships with brands such as Essie, Ebay, & Gray Malin.

Most notably, WCPG brought EJAF together with Saks Fifth Avenue for an integrated partnership supporting the
foundation’s Rocket Fund as part of Saks’ 2022 holiday campaign. The campaign kicked off with the iconic Saks light show and window unveiling at the Saks Fifth Avenue New York Flagship, featuring a special performance of "Your Song" by Elton John.

The partnership included a curated multi-vendor merchandise collection, dedicated holiday window displays at the Saks Fifth Avenue New York Flagship, Saks Live online conversations with Alessandro Michele and Donatella Versace, and events in Beverly Hills and Boston.
As part of the partnership, Saks donated $1 million to the Elton John AIDS Foundation, which included $500,000 of proceeds from the curated merchandise collection.

The partnership resulted in significant engagement across social media channels and press coverage in various outlets including The New York Times, HuffPost, E! News, Town & Country, WWD, and The View.