Brands can lead during moments of crisis — when they’re guided by truth, empathy, and purpose.

When Magic Johnson announced he was HIV-positive, the world paused. So did sponsors. As fear and misinformation flooded the headlines, one brand refused to disappear: Nestlé Crunch.

Corporate partners were torn — how could they support Magic without alienating consumers or inviting backlash? Would aligning with an HIV-positive athlete risk reputational harm? The answer, Judy knew, wasn’t silence — it was clarity.

I led a strategic PR initiative that positioned Nestlé as a courageous and compassionate ally. She coordinated messaging with Magic, the NBA, and public health organizations. Spokespeople were trained. Misinformation was countered with facts. Compassion was amplified with courage. They hosted a network dialogue between Magic and Linda Ellerbee to discuss HIV and AIDs in children.

Media deliverables include:

• Print: NBA Winners on Nestle Crunch

• Print: Magic Johnson and HIV: magical moment

• Print: Magic Johnson Taking Questions on AIDS

Return on Investment

Positive sentiment across national media, with Nestlé praised for its leadership. Internal trust soared. And Magic Johnson remained a sponsor-worthy icon — because the brand stood by him when it counted.