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On June 11, Johnson & Johnson
joined (RED) in launching “SHARE,” a new initiative that uses social media to
raise awareness and funding to end mother-to-child HIV transmission. The SHARE
campaign goal is to raise $100,000 for the Global Fund to Fight AIDS,
Tuberculosis, and Malaria through social media sharing. Every time a person
“tweets,” “likes,” or “pins” an infographic that depicts progress in
eliminating mother-to-child HIV transmission, Johnson & Johnson will donate
$1 to the Global Fund.
SHARE is part of the (RED) AIDS
awareness “SHARE (RED), SAVE LIVES” campaign and an offshoot of an earlier
partnership in which (RED), RecordSetter, and Mashable collaborated to set a
record for the most videos posted in one 24-hour period for a single cause. The
effort, which used the video app “Vine,” commemorated 32 years since the
discovery of HIV/AIDS and emphasized the marketing power of social media for
social causes. The video project aimed to raise awareness of the battle for an
AIDS-free generation. To participate, Vine users submitted a video on June 5
with the hashtag #REDworldrecord. The campaign displayed selected Vine videos
in New York’s Times Square. Supporters of the Vine video campaign included
Twitter co-founder Biz Stone, David Guetta, and Paris Hilton.
(RED) has contributed close to $210
million to Global Fund efforts in Ghana, Lesotho, Rwanda, South Africa,
Swaziland, and Zambia.
The Friends of AIDS Foundation is
dedicated to enhancing the quality of life for HIV positive individuals and
empowering people to make healthy choices to prevent the spread of the HIV
virus. To learn more about The Friends of AIDS Foundation, please visit: http://www.friendsofaids.org.
TOGETHER WE REMAIN STRONG!
