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2021 JUDGE

Sheila Roche

Brand and Creative Consultant, (RED); Co-Founder, Hive

Sheila specializes in generating big ideas to effect social change, brand strategy,
creative marketing and communications. She began her career in the music industry,
where she managed the career of PJ Harvey and ran U2’s management company.
Sheila launched the (RED) organization, founded by Bono and Bobby Shriver, to fight
AIDS in Africa by mobilizing private sector resources. She has been at the center of
(RED) strategy since its inception and has led its major campaigns, including Bono’s
guest editorship of Vanity Fair, record-setting auctions, (RED)’s annual Shopathon
campaign, and The Lazarus Effect documentary which she co-produced.

She is also Co-Founder of Hive, a strategic consultancy that builds new funding models,
powerful advocacy and imaginative campaigns for its non-profit and private sector
clients. Sheila sits on the board of The Carol Shield Prize for Fiction and the Advisory
Board of The Elevate Prize and is currently Co-chair of Human Rights Watch Chicago
Committee.