Kenneth Cole Uses AIDS to Sell Fashion Edit

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Kenneth Cole is using AIDS to sell fashion.  Specifically, the latest Kenneth Cole ads feature luring models with the tagline, “We’re all potential carriers.”  Let that one scare you…

In general I’m a fan of charities getting leveraging corporate marketing machines… However, I’m still not convinced about where the line lies between messaging and shock.  For example, Diesel’s “F_ck the environment - Global Warming Ready” campaign seemed to cross the line.  But maybe Ken’s AIDS ad still conveys the message.  Thoughts?