When Virgin Mobile first approached Lady Gaga about sponsoring her Fame Monster tour in 2009, the pop star and her manager Troy Carter had one request: The brand had to have some sort of charitable component to its activation. "She said, 'My issue is gay rights,' and we said, 'Our issue is youth homelessness,' so Troy said, 'How do we work together?'" Virgin Mobile USA chief marketing officer Ron Faris recalls. "It turns out the No. 3 reason kids are kicked out of their homes is homophobia."