 in the Global Fund – policy leaders take note.
To expand the community of young people engaged in the fight, (RED) aims to tap into the cultural Zeitgeist, finding people through their passion points. This World AIDS Day, we have done just that. We’ve partnered with Tiësto, the hottest DJ in the electronic dance music movement, who has curated an incredible album called DANCE (RED), SAVE LIVES, available exclusively on iTunes. We’re launching a (RED) online boutique in partnership with Gilt Groupe where consumers can buy (RED) products in one shopping cart experience. And later this month we’ll be reaching people through a very cool social gaming venture. With each of these partnerships, young people can do the things they love to do, and those actions will benefit the Global Fund and get them involved in this fight.
As Bono says, (RED) can be the “gateway drug” for activism. As we continue to grow our community of consumer activists and use our campaigns as a springboard for additional engagement through our sister organization ONE, the grassroots campaigning and advocacy organization aimed at eliminating extreme poverty, we can truly move the dial and bring the world one step closer to the beginning of the end of AIDS.