PR Team: Tellem Worldwide (LA) and The Children Affected by AIDS Foundation (LA) Campaign: CAAF Halloween fundraiser Time Frame: October 2003 Budget: $12,000 plus pro bono hours

When Los Angeles-based Tellem Worldwide agreed to help The Children Affected by AIDS Foundation (CAAF) with its annual Halloween fundraiser, the agency had no idea just how suspenseful the costume party would be. The foundation, started in 1993 by an HIV-positive Mattel executive who wanted to help kids affected by the AIDS virus, had chosen Arnold Schwarzenegger to ...