I’ve long emphasized true leadership isn’t just about growing brands—it’s about using them to educate audiences, drive purpose, break barriers, and create lasting change. But can a brand truly reshape the world’s perception of a deeply taboo issue? Can it dismantle shame, shift cultural narratives, and drive systemic change?
Enter, David Furnish, Chairman of the undeniably electric, the Elton John AIDS Foundation (EJAF.) Over the years, Furnish’s leadership at EJAF highlights a critical truth: The fight against HIV/AIDS isn’t just about antiretroviral therapy, health care providers, or research funding—it’s about confronting the silence, stigma, and shame that have caused insurmountable harm for decades.
And yet, when it comes to HIV/AIDS, many leaders still hesitate because the stigma around HIV remains so deeply ingrained in our society that companies often avoid the conversation altogether, fearful of controversy. But if brands have the power to shift beauty ideals; think Dove, champion race; think Nike, and challenge gender stereotypes; think Gillette, why can’t they help end the stigma around HIV?
Millions of lives have been lost—unnecessarily—to HIV, not only because of the slow global response in the early years, which still plays heavily on Furnish’s mind, but because of the enduring stigma imposed on those living with the virus. And this stigma affects everyone—from 21st-century British LGBTQ communities to musicians, students to corporate leaders, mothers to their children, celebrities to everyday people simply trying to live their lives.
Many have fought tirelessly to raise awareness, only to face rejection in return. People of all sexual orientations are affected and forced into silence, burdened by guilt and shame.
Gay people are disproportionately affected, and despite convincing evidence from the Centers for Disease Control and Prevention and the HIV Medicine Association that pre-exposure prophylaxis (PrEP) and post-exposure prophylaxis (PEP) can significantly reduce the risk of HIV-1 infection and prevent infection entirely, it is this stigma that prevents people from accessing life-saving interventions. Healthcare providers often fail to recommend rapid tests or any testing service, missing crucial opportunities for early detection, leaving both the individual and their sexual partner at greater risk.
The bottom line? Far too many vulnerable people are left to the destruction of white blood cells, opportunistic infections, and the most advanced stage of infection in the fight against HIV/AIDS.
It’s no surprise, then that I believe shamelessness isn’t a flaw—it’s liberation. The power to reject societal judgment and own your truth can be transformative and that’s why I wrote The Kim Kardashian Principle—to help brands embrace shamelessness as a superpower. It’s also why I’ve used my platform to champion LGBTQI+ issues, from the red carpet at the MTV EMAs in Budapest to advocating for an end to HIV stigma.
As responsible leaders, we must acknowledge our role in reinforcing these stigmas—and use our platforms to take accountability for dismantling them.
One opportunity is the Elton John AIDS Foundation’s Oscars Viewing Party on March 9, the glitziest night in Hollywood—but also the most important night in Hollywood. A moment where influence, entertainment, and brand power collide to drive real change.
Here’s what I believe David Furnish’s leadership at the Elton John AIDS Foundation teach us about turning purpose into lasting change?
Lesson One: Precision in Brand Purpose—How EJAF Maximized Its Impact
When David Furnish took the helm at the Elton John AIDS Foundation, he understood that to make a real difference in the fight against HIV/AIDS, the organization needed a strategic focus. While brands like AMFAR prioritized scientific research, EJAF leaned into directly funding communities most affected by the epidemic.
Under Furnish’s leadership, the Elton John AIDS Foundation’s mission has always been clear—to end AIDS by breaking down stigma and ensuring that prevention, care, and treatment reach the people most at risk, including marginalized and underserved communities. This decision to prioritize direct support over research was not just about impact—it was about a strong belief in urgency. Vulnerable populations couldn’t wait for long-term scientific breakthroughs; they needed solutions now.
With a specific focus on at-risk communities—including LGBTQ+ individuals, young people, those with mental health issues and people who use drugs—the Elton John AIDS Foundation tackled the structural and social barriers that fuel the epidemic. It’s hard to believe that even today criminalization remains a hurdle for people living with HIV, preventing many from seeking care. EJAF not only provided funding but also works to break down discriminatory laws that make accessing care a challenge.
Collaboration became a cornerstone of David Furnish’s leadership strategy. Rather than imposing a one-size-fits-all approach, and holding firm to rigid brand guidelines, the Elton John AIDS Foundation took a more flexible and tailored approach working with local organizations to implement culturally sensitive HIV testing, prevention, and treatment programs. This allowed EJAF to maximize the relevance of its brand in different communities through partnerships whilst ensuring that interventions weren’t just effective but also deeply embedded in the communities they served, creating long-term, sustainable impact.
Under Furnish’s leadership, the Elton John AIDS Foundation also took on advocacy, challenging policies that disproportionately affected LGBTQ+ individuals in regions where discrimination remains legally sanctioned. And advocating was a familiar move. A 2024 study underscores that nonprofit leaders view advocacy as a fundamental part of their mission, not just an optional addition reinforcing how Furnish positioned EJAF’s advocacy as a strategic priority—ensuring the foundation didn’t just provide immediate support to at-risk communities but also worked to dismantle systemic barriers that fuel the epidemic.
The lesson? Purpose without precision is just noise. True impact comes from focus and flexibility. By identifying where it could make the most immediate difference and tailoring its approach to each community, the Elton John AIDS Foundation has become a blueprint for how brands can drive meaningful progress.
Lesson Two: Values Over Optics—Accountability as a Competitive Advantage
David Furnish leads the Elton John AIDS Foundation with a values-first mindset, ensuring that while the brand has a strong emotional appeal, transparency and measurable accountability are also core to its mission.
Research shows that brands that integrate emotional intelligence into their marketing strategies foster stronger consumer connections, leading to increased customer loyalty. A study titled Emotional Intelligence in Marketing: Connecting Brands with Consumers found that when marketing teams apply emotional intelligence principles—such as empathy and authentic engagement—audiences are more likely to perceive the brand positively and develop long-term trust and driving brand credibility.
EJAF strategically awards grants to organizations focused on HIV prevention, treatment access, and advocacy, with each grant tied to clear objectives and milestones to ensure funding delivers tangible, lasting impact in the communities it serves.
This commitment to outcome-driven philanthropy also aligns with research confirming that impact measurement is the key differentiator between meaningful change and wasted potential.
Furnish and his team’s approach to fundraising also embodies this values-first mindset philosophy. Its high-profile Oscars Viewing Party—which arguably has become a brand unto itself—isn’t just about glamour—it’s a machine for meaningful change. Every dollar raised is subject to strict oversight, ensuring it directly benefits grassroots organizations fighting HIV/AIDS.
EJAF’s values-first mindset also extends to its media relations, taking a proactive stance against narratives that fail to center those most affected by the epidemic. Historically, mainstream coverage—including publications from The Wall Street Journal to the Los Angeles Times—has framed the crisis in ways that often overlook the perspectives of those directly impacted. David Furnish’s leadership has been instrumental in reshaping how EJAF is perceived—not just as a charity that raises money, but as an advocacy powerhouse that actively dismantles outdated perceptions, challenges stigma, and drives systemic change.
The Elton John AIDS Foundation champions routine screening, treatment plans, and access to antiretroviral medicines for HIV-positive persons, including those affected by mother-to-child transmission—ensuring care without discrimination. Yet, barriers remain. Policies around sexual transmission, injection drug equipment, and behavioral health interventions continue to limit access, making David Furnish’s work more critical than ever.
This is the kind of cultural shift that dynamic, brand-savvy leaders are driving. Furnish’s work isn’t just about funding antiretroviral treatment—it’s about transforming EJAF into a super brand with the power to engage audiences emotionally and challenge the stigma that prevents people from getting tested, seeking medical care, and living without fear. But unlike organizations that rely on visibility alone, the Elton John AIDS Foundation impact is measurable. Its grants are tied to clear objectives, data-driven results, and tangible health outcomes, ensuring that its advocacy translates into real access to post-exposure prophylaxis (PEP), long-term antiretroviral drugs, and widespread HIV prevention initiatives.
The lesson? In an era where for profit and nonprofits alike face heightened scrutiny, EJAF proves that true brand impact isn’t just about making visual statements—it’s about measurable, lasting change. The foundation doesn’t just raise awareness and look good; it delivers trackable outcomes, quantifiable improvements in healthcare access, and structural policy shifts that redefine what it means to lead with purpose.
Lesson Three: Adapt to Stay Relevant—Or Risk Losing Influence
Elton John’s influence extends beyond music—his work in philanthropy, LGBTQ+ rights, and public health advocacy has redefined what it means to be a cultural leader.
His collaborations with songwriter, Bernie Taupin have shaped how music engages with social issues, using storytelling to address topics like identity, personal liberation, and the AIDS crisis. Songs like “The Last Song” (about a father and his son dying of AIDS) and “Someone Saved My Life Tonight” (about personal liberation) reflect how music can influence societal conversations and challenge stigma. His past marriage to Renate Blauel and later openness about his sexuality mirror the evolving visibility of LGBTQ+ figures in entertainment—challenging outdated norms and helping redefine representation in the industry. Figures like musician, John Baldry, who played a pivotal role in Elton John’s early career, were among the few musicians of their time to publicly embrace their LGBTQ+ identity.
There is no doubt that Elton John celebrates the power of using influence for good—turning fame into fuel for advocacy. Yet, while the Elton John name grants access to global platforms and powerful networks for the Elton John AIDS Foundation, it can also be an additional responsibility. This, however, hasn’t stopped David Furnish from adopting a fearless leadership approach and taking big risks by adapting the brand to the changing industry dynamic in order to remain relevant.
HIV/AIDS philanthropy has transformed over the past three decades, and EJAF, under David Furnish’s leadership, has evolved with it. Initially, the foundation focused on emergency relief—providing urgent medical care and support for those diagnosed with HIV/AIDS. But as antiretroviral exposure, ART during pregnancy, and pre-exposure prophylaxis (PrEP) reshaped the landscape, the Elton John AIDS Foundation demonstrated agility and shifted its focus to prevention and systemic change.
During the 1990s and 2000s, emergency relief and direct care were the priority, as treatment options were limited and stigma remained high. By the 2010s, with ART improving life expectancy and PrEP revolutionizing prevention, EJAF pivoted toward education, accessibility, and policy reform, recognizing that systemic discrimination was a key barrier to care.
This ability to shift aligns with a broader reality—one that I have emphasized before: leaders that don’t adopt an agile open mind and fail to evolve with audience expectations or advancements in treatment or cultural trends don’t just lose relevance; they disappear.
Research in the Leadership & Organization Development Journal found that organizations led by agile leaders—those who continuously adapt, learn, and recalibrate—are significantly more resilient in times of disruption. Conversely, rigid leadership structures often lead to stagnation, making brands and organizations vulnerable to irrelevance.
Blockbuster resisted digital streaming and became a cautionary tale, while Netflix evolved from DVD rentals to global content dominance. The fashion industry underwent a similar transformation when luxury brands like Chanel and Hermès were forced to rethink their digital strategies to stay competitive. The same principle applies to the music industry, where legends like Elton John have had to embrace digital platforms and collaborations with newer artists to maintain their cultural influence. And David Furnish’s stewardship of the Elton John brand has undoubtedly sharpened his own ability to adapt and evolve with shifting cultural landscapes.
The lesson? Relevance isn’t a given—it’s earned through continuous evolution. Leaders who embrace change shape the future; those who resist it become relics of the past.
Lesson Four: Relationships Create Change—Not Just Transactions
The Elton John AIDS Foundation’s continued success has largely depended on building deep, meaningful relationships to drive real change. David Furnish’s approach emphasizes that philanthropy isn’t just about donations—it’s about creating a shared vision between donors, advocates, and the communities they serve.
Unlike many charities that rely on one-time donations, EJAF has prioritized long-term partnerships from the start, allowing it to scale its impact and sustain meaningful progress. Since its establishment in 1992, The Elton John AIDS Foundation has raised over $600 million to support more than 3,100 projects in 95 countries, working to increase healthcare access and fight LGBTQ+ stigma. This strategic emphasis on sustained collaboration has been instrumental in its growth, setting it apart from organizations that primarily depend on short-term contributions.
One example of this long-term, results-driven approach is EJAF’s partnership with Gilead Sciences in the RADIAN initiative, a multi-year commitment aimed at tackling the HIV crisis in Eastern Europe and Central Asia. By forging high-impact partnerships and funding sustainable programs, Furnish ensures EJAF’s mission extends beyond charity—driving systemic change and lasting progress.
That’s what makes the annual Oscars Viewing Party on March 9 more than just a glamorous after-party. Elton John celebrates the power of visibility—not just in music, but in activism—using his platform to drive awareness and create lasting change through EJAF. Yes, it raises millions for HIV/AIDS programs, but its real power lies in the conversations it sparks and the influence it mobilizes. Attendees aren’t just there for entertainment—they are genuinely there to use their platforms to drive awareness, push for policy change, and challenge stigma.
But perhaps the biggest testament to David Furnish’s brand-building skills is this: Entertainment’s biggest night, the Oscars, is meant to be fun. Lives lost to HIV are not. Stigma is not. Yet, addressing a global crisis while keeping audiences engaged requires a brand strategy that blends visibility with impact. I have experienced this firsthand, and finding that balance is no easy feat. It’s the difference between raising awareness and driving real change—and EJAF has mastered it.
Interestingly, a study titled Leveraging Charity Sport Events to Develop a Connection to a Cause found that events combining entertainment with a clear social mission significantly deepen participants’ emotional engagement, making them more likely to become long-term advocates. This aligns with EJAF’s strategy of using high-profile events like the Oscars Viewing Party to not only raise funds but also create a lasting impact—transforming attendees from spectators into committed supporters.
Now the most important night at the Oscars, the Elton John AIDS Foundation’s Viewing Party has reshaped public attitudes toward HIV/AIDS. Covered by international media from the Los Angeles Times to the Daily Mail, the event merges high-profile glamour with serious advocacy, proving that HIV/AIDS awareness can be both urgent and impossible to ignore. It’s a remarkable testament to Furnish’s ability to keeping his finger on the pulse, turning a cause into a cultural movement, keeping HIV/AIDS advocacy visible, relevant, and impactful.
The lesson? Transactions create buzz, but real change demands trust, long-term commitment, and collective action.It’s about building brand fanatics—people who engage with your brand on a deeper level, not just as supporters, but as true believers.
Lesson Five: Think Small Before Thinking Big—Learn as You Grow
David Furnish didn’t step into leadership at the Elton John AIDS Foundation with all the answers—far from it. Despite the support of a powerhouse brand in Elton John, he understood that credibility isn’t inherited—it’s earned. Instead of trying to tackle every issue at once, he and his team focused on targeted efforts, listened to communities, refined their approach, and scaled impact strategically.
This measured approach mirrors the principles of lean philanthropy and agile business strategy, where organizations test, iterate, and adapt before expanding. Research confirms that measured, data-driven growth leads to more sustainable success than rapid, unfocused expansion. In its early years, The Elton John AIDS Foundation concentrated on funding small, direct-relief programs, gradually identifying systemic gaps such as policy barriers and social stigma. As these insights emerged, the foundation refined its focus, shifting toward broader advocacy and long-term solutions.
By first partnering with grassroots organizations, the foundation gained critical on-the-ground knowledge that shaped its international strategy. Instead of investing in large-scale initiatives without proof of effectiveness and simply leveraging the Elton John name in a sphere beyond entertainment, EJAF piloted programs, measured their impact, and scaled successful models, ensuring that resources were maximized for real change.
Under David Furnish’s leadership, The Elton John AIDS Foundation had to continually prove itself in an era where audiences—especially Gen Z—demand authenticity and measurable results over reputation alone. Furnish knew that even the most iconic brands must continually prove themselves. Instead of launching large-scale initiatives without proof of effectiveness, he took a strategic, impact-driven approach—piloting programs, measuring their results, and scaling only what worked.
Furnish didn’t just rely on legacy or celebrity association; he rebuilt trust from the ground up, ensuring EJAF was recognized not just as a charity, but as a force for real change.
The same principle applies to branding. Sustainable success isn’t about chasing immediate scale or attaching yourself to a celebrity name—it’s about testing, refining, and expanding with purpose. Many brands have learned the hard way that simply attaching a famous face to a cause isn’t enough. We all remember Pepsi’s Kendall Jenner ad—what was meant to be a bold social message completely backfired, as audiences saw it as an inauthentic attempt to capitalize on activism rather than a real commitment to change. The backlash proved that today’s consumers, particularly Gen Z, see right through performative branding. Visibility without purpose isn’t just ineffective—it’s damaging.
By thinking small before thinking big, organizations can build credibility, refine their offerings, and scale with confidence. Whether in philanthropy or business, the most sustainable growth is strategic, tested, and adaptable.
The lesson? Rushed expansion leads to wasted resources—but those who learn as they grow build success that lasts.
Brands Shape Culture—Will Yours Help End HIV Stigma?
For decades, entertainment and activism were kept apart—philanthropy was a side project, and entertainment remained focused on spectacle. But David Furnish has proven that the most powerful brands don’t just entertain—they change culture. Today, in a world where social media has erased the boundaries between celebrity, activism, and influence, the question is no longer whether a brand can create change, but whether it is willing to step up and do the work.
This is where the Elton John AIDS Foundation has rewritten the playbook. They aren’t just funding solutions—they’re shaping the conversation, making it impossible to ignore the reality of HIV/AIDS stigma, access to care, and global health inequality. And the Elton John AIDS Foundation Oscars Viewing Party is no longer just an event—it’s a movement for healthy lives, quality of life, a bold stance against HIV stigma, and a platform that turns visibility into action.
Decades of research from professors at University College London and the University of Copenhagen have shown that prenatal screening, supplemental testing, and antiretroviral exposure can prevent HIV transmission, yet rates of mother-to-child transmission remain a global concern. Barriers to care—including fear of discrimination from healthcare professionals, misinformation about casual contact, and restricted access to injection drug equipment—only worsen the crisis.
And still, stigma leaves too many untreated, increasing the risk of infection and further transmission. Without proper care, opportunistic infections develop, affecting white blood cells and weakening the immune system. The National Library of Medicine and Healthcare Research and Quality have published convincing evidence on the benefits of human immunodeficiency virus testing, yet misconceptions persist. Many still falsely associate sexual transmission with only anal intercourse or vaginal intercourse, ignoring the reality that infection among persons can occur through multiple avenues, including exposure to illicit drugs or an HIV-positive partner.
There is no doubt in my mind that HIV/AIDS stigma is both a crisis and it’s a test of our willingness to face uncomfortable truths. Just like we celebrate Greta Thunberg for making climate activism mainstream, Malala Yousafzai for making education for girls a global priority, and Bill Gates for redefining philanthropy, we must celebrate David Furnish for reshaping how the world sees HIV/AIDS. His leadership isn’t just about fundraising—it’s about dismantling shame and ensuring HIV becomes a thing of the past.
And this is where I believe leadership is most tested—both in moments of celebration, but in moments of courageous confrontation with the uncomfortable. The real power of a brand isn’t in the name it carries, but in the legacy it builds.
So, does a brand have the power to end stigma?
I say yes.
The real question is: Will you be brave enough to take on the challenge?
One opportunity is the Elton John AIDS Foundation’s Oscars Viewing Party on March 9—a moment where influence, entertainment, and brand power collide to drive real change.
Named Esquire’s Influencer Of The Year, Jeetendr Sehdev is a media personality, international speaker and the author of the New York Times bestselling sensation, The Kim Kardashian Principle: Why Shameless Sells (and How to Do It Right.)