For the third year in a row, Coca-Cola and (RED) are launching a month-long campaign leading up to World Aids Day on December 1 to help raise awareness in Africa about HIV/AIDS. This year, the focus is on music.
“We’re stepping up greatly our efforts because this year is really the tipping point in the fight against AIDS, and we’re going to use the power of music to bring that message to a teenage millennial audience around the world,” said Joe Belliotti, Coca-Cola’s head of Global Entertainment, according to AdWeek.
The new initiative gives music fans access to four exclusive songs from Wyclef Jean and Avicii, Queen, Aloe Blacc and OneRepublic. A new song will be released each week, and the proceeds from each song’s downloads through iTunes will be donated to (RED). Coke originally pledged $5 million to (RED) in 2011, and has added another $2 million more this year.
Every day, thousands of babies are either born HIV positive or contract the virus through breastfeeding, and this campaign encourages consumers to help “bring that to zero” and “share the sound of an AIDS-free generation.”
Coca-Cola is also launching a dedicated platform where consumers can donate directly, and also enter a contest to win prizes including music festival tickets and VIP concert access.
Marketing partners include Shazam, Vevo and iHeartRadio. “We’re really taking a very teen and millennial focus on how we’re activating this,” Belliotti said.
Coca-Cola and its partners hope to use the positivity and reach of these artists to help spread the word about 2015’s UNAIDS strategy goals, which include sexual transmission of HIV reduced by half, universal access to antiretroviral therapy for eligible people living with HIV and zero tolerance for gender-based violence.
The slogan for this year’s World AIDS Day is “Getting to Zero,” putting the focus on eliminating the transmission of HIV to children during pregnancy and breastfeeding.
The first song in the Coca-Cola and (RED) is a previously unreleased track from Queen (featuring Freddie Mercury, who died of HIV in 1991) called, “Let Me in Your Heart Again.”
[Image via Aids.gov]