Kenneth Cole is one of the hippest, most popular shoe companies in the United States. Part of their business success is due to their controversial advertising campaigns with a social connection and not the shoes themselves. Cole’s ads are witty and play on words or make light of social or political issues. Besides AIDS, Kenneth Cole Productions focuses on other issues and supports HELP USA, the nation's largest provider for housing, jobs, and services for the homeless. Since 1993, during the month of February, Kenneth Cole has organized a footwear exchange where customers donate a pair of shoes to the homeless and then receive a discount on a new pair. 