World AIDS Day Turns World (RED)

(RED) is turning the virtual and physical world red today for World AIDS Day. The effort is part of a new public awareness campaign about eliminating mother-to-child transmission of HIV and generating support for the goal of an AIDS-free generation by 2015.


The campaign, “The AIDS Free Generation is Due in 2015,” kicked off yesterday evening with (RED) co-founder Bono turning the Sydney Opera House and Sydney Harbour Bridge red, the first of more than 80 landmarks in 13 countries that will take part, including the London Eye, the Empire State Building and Los Angeles International Airport.

Online, the campaign asks supporters to use social media to spread the message, with activity on Facebook, Twitter, foursquare, Flickr, Eventful, Meetup and YouTube. For example, on Facebook, participants can turn their profile pictures to a 2015 (RED) image to show their support, or earn a (RED) badge on foursquare with a #turnRED shout with check-in and broadcast on Twitter.

The real-world and online activity is being tracked at joinred.com, where visitors can help turn a map of the world red. The more action taking place in a time zone, the deeper the color becomes. The site uses a data-visualization platform, SwiftRiver, from open-source tech company Ushahidi in Kenya.

“We have a very clear, hopeful message, the AIDS-free generation is due in 2015,” said Chrysi Philalithes, director of digital strategy and marketing at (RED). “If we continue with the same level of support and funding, we can create the reality where the mother-to-child transmission of HIV is eliminated by 2015.”

“foursquare has the power to bring visibility to important causes,” added Dennis Crowley, co-founder and CEO of foursquare. “We're honored that (RED) invited us to partner with them to help spread awareness for World AIDS Day and build a healthier future."

In addition, MTV is turning its logo red, Starbucks is donating money for every view of an exclusive video by the Killers and Nike is expanding its “write the future” campaign with an #EndAIDS push on Twitter.

The campaign also includes print and outdoor media featuring artist interpretations of the 2015 message.

Our Five-Year Plan: An AIDS-Free Generation in 2015

Marking World AIDS Day, Converse Finds Synergy Working With (RED)

It's been almost five years since Converse joined (RED) when (RED) was just a new, crazy startup idea for getting a sustainable flow of money from business to the Global Fund to Fight AIDS, Tuberculosis and Malaria.

Since then, that crazy idea has turned into a real machine, sending more than $160 million to the Global Fund and helping to fund programs that have reached more than 5 million people affected by AIDS in Africa.

So it's safe to say the crazy idea is working.

Beyond the money that flows to the fund, the idea has also worked for our business. First and foremost, it has given great meaning to what we do every day. Our employees are engaged and motivated by the fact that their work is contributing to something much bigger.

It has also worked because there is so much synergy between our brands. It results in great things for our company and, ultimately, the cause. Creativity is at the core of Creativity is at the core of both brands, Converse and (RED). The Converse Chuck Taylor All Star shoe is one of pop culture's great blank canvases and has inspired generations of artists who have been scribbling on the Chuck Taylor shoe for decades.

Ever since people started writing on their Chuck Taylors, turning our shoes into their personal expression, creativity has driven this company. (RED) brings another layer to that for us. With (RED), we've brought more than 110 artist-, designer- and musician-collaboration projects to life—from The Edge to Lupe Fiasco to Terence Koh to Vena Cava to Damien Hirst—and held artist events around the world to raise awareness for the mission.

Today, as we mark our fifth World AIDS Day involved in this issue, I'm looking ahead and excited about the five-year plan. I'm not talking about the five-year "strategic" plan for Converse (although that is, of course, great), but about the five-year plan in the fight against AIDS.

Within five years, we are on track to achieve one of the most important goals in this historic battle: the possibility of delivering the first generation of babies born without HIV in nearly three decades.

That is an incredible thing to say—that, given that this disease has claimed the lives of more than 25 million people and, today, we still see more than 1,000 children born every day with the disease (90% of whom are in Africa, the region hit hardest by the disease), we can stop it in its tracks and start an entire generation on the path to living HIV-free.

With (RED), we're launching a new initiative called "The AIDS Free Generation Is Due in 2015" to raise awareness of this milestone and to get people involved to ensure that the focus and funding needed to achieve this goal are delivered.

At Converse, we're proud to be one part of this massive effort. While we're working on our five-year plan of making shoes you love and building an irresistible brand, we find great joy in knowing that it has much more meaning as it gives the kids of 2015, and all generations to follow, a healthy chance to be born HIV-free.

NIKE.COM/RED

Nike has released a new trailer from their on-going collaboration with the RED foundation in support of the fight against AIDS. Check out “Write the Future – End Aids”

NIKE x (RED) - TIED TOGETHER

“Tied Together is an epic journey in response to a global health crisis, HIV/AIDS. NIKE and (RED) want you to Lace Up and Save Lives by moving through the streets of New York, London, Milan, Berlin and Paris, to help fight this disease.

The Tied Together community is invited to participate in the last hour of the race in each of the 5 cities. It is an open call: come to your local Nike Stadium to join the race and pass the baton.

Our 24 ambassadors in each city and their teams will run for 120 consecutive hours starting today at 8pm EST.”

TUNE INTO HBO TONIGHT @ 9PM ET or YOUTUBE @ 9:30PM ET TONIGHT for THE LAZARUS EFFECT BY LANCE BANGS & SPIKE JONZE

THE POWER OF WHAT 40 CENTS CAN BUY... (RED) PSA FOR THE LAZARUS EFFECT CAMPAIGN

AMERICAN EXPRESS PRESENTS ALICIA KEYS LIVE! WORLD AIDS DAY CHARITY CONCERT AT the NOKIA THEATER

In recognition of World AIDS Day, Alicia Keys and American Express brought fans together for a special charity concert, “ALICIA KEYS Live! One Night. One Voice. One Life At A Time.” at 8 pm EST on Tuesday, December 1, 2009 at New York City’s Nokia Theater. The performance was recorded and streamed live via YouTube on the official Alicia Keys’ You Tube Channel, www.youtube.com/aliciakeysSME, so fans across the globe can also participate in this unique experience and donate to Keep A Child Alive.

American Express® Cardmembers and lucky contest winners from AliciaKeys.com, Facebook and radio attended this exclusive live performance where Alicia shared insight into her charitable work with Keep A Child Alive and performed some of her greatest hits as well as songs from her new album "The Element of Freedom," set for release on December 15.

This show, which sold out in minutes, helped raise funds for Keep A Child Alive and American Express is donating all ticket proceeds to the organization.

To help those whose lives have been ravaged by HIV/AIDS in Africa, donations to Keep A Child Alive can be made directly by visiting www.keepachildalive.com or by texting “ALIVE” to 90999 to give $5.