Iconic London store Liberty teamed up with HIV prevention charity, MTV Staying Alive Foundation to launch a t-shirt collection to support the charity which trains and funds grass-roots, youth-led initiatives around the world to provide education about HIV and sexual and reproductive health in their local communities.

What we did

MTV Staying Alive Foundation asked East of Eden London to come up with a new and exciting project to raise funds for the charity. We proposed a t-shirt campaign, and introduced the charity to the team at Liberty who designed a limited edition print t-shirt where profits would go directly to the charity. To promote the collaboration, we organised a launch party at Liberty with MTV DJ Becca Dudley, organised a photoshoot with celebrities for press purposes and distributed tshirts to celebrities and influencers for social media support. To help with sales of the tshirts, East of Eden London organised for a pop up stall to be involved in Regents Street’s Summer Streets over two consecutive weekends – we organised for DJ ‘s to entertain the public and encourage people to buy the tshirts.