US Budget Crisis Pressures Bono’s ONE and (RED) World AIDS Day Push


There’s good news and bad news when it comes to AIDS, and ONE wants to make sure the world’s population is aware of both this December 1, the 24th annual World AIDS Day.

The ONE Campaign, the global advocacy organization co-founded by U2’s Bono, just released a new report on the global fight against HIV/AIDS. The good news: Scientists now have the tools to “turn the tide” on AIDS, and the world should be heartened that the UN set targets for the “beginning of the end of AIDS” to be met in 2015. The bad news: Unless “sufficient funding, coordination and political will” are brought to bear in the fight against AIDS, it will be 2022 before the “beginning of the end of AIDS” can be reached.

With America mired in a heated national debate over how to fix the debt and the looming fiscal cliff, Bono has been personally lobbying U.S. lawmakers to urge them not to cut U.S. foreign assistance and aid funding. ONE is stoking up the urgency through a variety of actions in conjunction with World AIDS Day 2012.[more]

ONE is launching a new first-person YouTube video series called “It starts with me,” designed to inspire global action in the fight against AIDS. The series features an initial lineup of video messages and personal stories from a broad range of contributors, including AIDS activist Cleve Jones, actor Colin Farrell, blogger Perez Hilton, and model Anne V.

This year, awareness-building is planned via (RED), the highly successful division of ONE that partners with the world’s most iconic brands to contribute up to half of the profits from (RED)-branded goods and services directly to the Global Fund for AIDS. (RED), which has raised $200 million since it launched in 2006, just announced new partnerships with, The Standard Hotels, Fatboy USA, and HEAD. To coincide with the start of the holiday season, will launch the first ever (PRODUCT) RED online boutique at The boutique will remain live through December 16.

(RED) also announced a collaboration with Tiesto, one of the world’s leading DJs and electronic dance music pioneers. On Tuesday November 27 — also known as #GivingTuesday on Twitter — Tiesto released an exclusive compilation album, DANCE (RED), SAVE LIVES. It quickly shot to the number one dance album on iTunes. The album will be followed with a global livestream via YouTube from Melbourne’s Stereosonic Festival during the weekend of December 1-2. Earlier this year, (RED) launched its own music ticket service as part of its ten day “Rush to Zero” campaign.

For this World AIDS Day on December 1, iconic landmarks around the world will once again turn (RED), including New York’s Empire State Building, The London Eye, Sydney’s Opera House, and Cape Town’s Table Mountain. Also on December 1, Starbucks will contribute five cents for every hand-crafted beverage purchased in the U.S. and Canada. Other (RED) brand partners plan to release new products or hold special promotions.

Other brands are also ramping up World AIDS Day campaigns, such as the Durex condom brand’s #1Share1Condom social platform that aims to donate 2.5 million condoms to increase HIV and AIDS awareness globally.