DIFFA Offers Top Designers Opportunity to Give Back Through Cause-Marketing Initiative

New York, NY (May 2016) – From May 14-17, DIFFA: Design Industries Foundation Fighting AIDS (DIFFA) will present its cause-related marketing initiative, Specify With Care® (SWC) at ICFF, the premier interior design showcase in North America, in booth #3876. Specify With Care® invites companies to participate as Affiliates by donating a percentage of sales from designated collections to DIFFA. It raises thousands of dollars annually toward DIFFA’s mission to provide year-round support to HIV/AIDS organizations across the country. Information about DIFFA’s mission, the SWC initiative and products from participating affiliates Blanco, Bolon, Ege, Maya Romanoff, Lee Jofa and Wolf Gordon will be on display during the show at New York City’s Jacob K. Javits Convention Center.

“Specify With Care® is a great way for us to raise additional funds to support our cause, while engaging a diverse range of manufacturers serving the design industry. As a way of thanking our generous Affiliates for their year-round contributions and as an opportunity to expose this initiative to a large audience we participate in major tradeshows like ICFF. We are grateful that ICFF has welcomed us back for a second year to show off our affiliates and program,” said Johanna Osburn, executive director at DIFFA.

Rick Wolf, whose company Wolf-Gordon Inc. is a pioneer of the program and DIFFA’s single largest sales contributor, stated, “Specify With Care® is a win-win proposition. It associates manufacturers’ names with a good cause and effectively differentiates their products. The interior design and architectural communities are supporting Specify With Care® with overwhelming enthusiasm and optimism.”

In addition to the goodwill a company generates by participating in Specify With Care®, DIFFA offers its affiliates PR and marketing opportunities, as well as exposure at tradeshows and events.

“Maya Romanoff has been honored to help promote DIFFA’s mission through the Specify with Care® program – we have been able to raise funds for the organization and at the same time engage designers in this important dialogue. An increasing amount of interior designers are looking for ways to give back. This program helps them achieve this humanitarian goal while preserving the integrity of their designs,” said Jennifer Block, VP East Coast Operations, Maya Romanoff

To register to attend ICFF visit www.icff.com. Companies interested in participating as a Specify With Care® Affiliate can contact Steven Williams at swilliams@diffa.org or visit www.diffa.org for more information.
About DIFFA
DIFFA: Design Industries Foundation Fighting AIDS raises awareness and grants funds to organizations that fight HIV/AIDS by providing treatment and direct care services for people living with or impacted by the disease, offering preventative education programs targeted to populations at rick of infection, or supporting public policy initiatives. DIFFA is one of the largest funders of HIV/AIDS service and education programs in the United States, mobilizing the immense resources and creativity of the design community. Since its founding in 1984, DIFFA has emerged from a grassroots organization into a national foundation based in New York City with chapters and community partners across the country that, working together, have provided more than $41 million to hundreds of HIV/AIDS organizations nationwide. www.diffa.org.
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About ICFF

®ICFF® is the premier North American global Design showcase for interior furniture, seating, carpet and flooring, lighting, outdoor furniture, materials, wall coverings, accessories, textiles, kitchen and bath and fabricators, attracting more than 700 exhibitors and 32,000 attendees from around the world. The 28th annual ICFF is scheduled for May 14-17, 2016, at New York City’s Jacob K. Javits Convention Center. Visit www.icff.com for more information.
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Media Contacts:
DIFFA
Shanea Phillips: sphillips@diffa.org
Novità Communications
Alexandra Zwicky: alexandra@novitapr.com