'GQ' launches charity fund

NEW YORK: In commemorating the magazine's 50th year, GQ has launched a charitable project called the Gentlemen's Fund.

NEW YORK: In commemorating the magazine's 50th year, GQ has launched a charitable project called the Gentlemen's Fund.

The fund, carrying the tagline "Better men/Better world," was created to help GQ advertisers and readers do something meaningful, said Dan Scheffey, publicity director of GQ.

"What was really important was finding areas that were significant to men," Scheffey said.

Each of the fund's five pillars - opportunity, health, education, environment, and justice - are linked to a respective charitable organization. The fund already has received $325,000 in in-house donations from 50 GQ advertisers, partners, and friends, noted Scheffey. The goal is $2 million.

GQ gave The New York Times an exclusive about the campaign.

Singer John Legend, who has signed on as the fund's pro bono spokesman, will hold a benefit concert in New York this fall.

GQ is also launching www.thegentlemensfund.com, featuring an e-commerce store, a national events calendar, and links to an eBay auction site, offering special GQ experiences and merchandise, such as a summer internship with GQ and the opportunity to appear in a GQ promotional photo shoot.

A viral marketing push will allow readers to receive the "Ideas of the Week" editorial, which reinforces the Gentlemen's Fund's message. In conjunction with the Web site, GQ Mobile will allow consumers to register and pay through their phones.

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