The Elton John AIDS Foundation
(EJAF) supports its work through proceeds from
special events, cause-related marketing projects,
and contributions from individuals, corporations,
and foundations.
Special Events
EJAF produces three major annual events – The
Academy Awards Viewing Party, An
Enduring Vision,
and Smash Hits – which are described
below. The Foundation also produces other special
events and fund-raising projects, such as Elton’s
Closet, as well as benefiting from events
and activities produced by other organizations.
Please visit our webpages on Past and Upcoming Events and Projects for further details.
The Academy Awards Viewing Party
EJAF’s very first Academy
Awards Viewing Party took place in February of 1992 – a
gathering of a small group of concerned and generous
friends at the Maple Drive Restaurant that raised
$300,000 to help EJAF in its infancy. Since then,
the benefit has grown by leaps and bounds, raising
$5.1 million in 2008 alone. Featuring a cocktail
reception, a gala dinner during the live Academy
Awards telecast, a live auction, and performances
by Sir Elton John and special guests, the Party brings together luminaries from the Hollywood
community, business, fashion, music, public service,
and philanthropy to celebrate the achievements
of the Academy Awards nominees and to raise urgently
needed dollars for EJAF’s vital work. During
an evening when the eyes of the world are on
Hollywood, EJAF’s Party focuses public
awareness on the continually evolving AIDS epidemic.
An Enduring Vision
Created in 2001 as a collaborative fundraising
effort by the National AIDS Fund (NAF) and
EJAF, An Enduring Vision has become a major
source of funding for EJAF and NAF’s
grant-making programs. Serving as EJAF’s
annual New York benefit, An
Enduring Vision is the Foundation’s forum for honoring
its most dedicated supporters, featuring a
cocktail reception, a gala awards dinner, a
live auction, and performances by Sir Elton
John and special guests.
Smash Hits
Launched in 1992, Smash
Hits, EJAF’s annual
charity tennis tournament, is produced by World
Team Tennis and EJAF Board Members Billie Jean
King and Ilana Kloss. Co-hosted since its inception
by Sir Elton John and Billie Jean King, this
event has raised over $8 million for EJAF and
local AIDS organizations in the event’s
host cities. Participants have included Pete
Sampras, Andre Agassi, Andy Roddick, Martina
Navratilova, Anna Kournikova, and many others.
Cause-Related Marketing Projects
EJAF has engaged in several unique cause-related
marketing projects that have both raised funds
for the Foundation and brought public attention
to the HIV/AIDS epidemic.
Since 1997, EJAF has benefited from a relationship
with Slatkin & Company. A portion of the
proceeds from the Elton John Series of scented
Slatkin candles benefits the Foundation. In 2006,
this project expanded with the launch of the
Elton John home fragrance collection at Bath
and Body Works stores around the country. The
collection includes scented candles, scented
rocks, home fragrance oil and oil warmer.
EJAF has also benefited from cause-related marketing
projects with Oliver Peoples Eyewear, Lalique,
Christopher Radko Christmas ornaments, Xemex
watches, as well as Planet Hollywood and Hard
Rock Cafe t-shirts.
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