This campaign aims to raise brand awareness for Beats headphones and support various causes by selling 13 differently colored headphone models. Each color represents a different health cause, and a percentage of profits from that model's sales will be donated to organizations related to the cause. Users can participate on social media by posting photos with the headphones and relevant hashtags to both support causes and be eligible to win prizes. The goals are to make the brand more than just a fashion item, build relationships, support communities, and influence sales through positive social impact.