Premium vodka brand Belvedere is hosting 90 live music events over three days, including an event featuring Mary J Blige and dance act Chromeo in New York’s meatpacking district, to raise awareness for (RED).
Belvedere president Charles Gibb, told Marketing Week that the brand wanted to build on its involvement in the second year of partnership to make a “sustainable difference” to the cause.
Reckitt Benckiser’s Durex brand is also running a social media campaign to donate condoms to AIDS and HIV charities in return for tweets using the #1share1condom hashtag to raise awareness.
The brand aims to engage people on social media with facts about HIV and AIDS and donate 2.5 million Durex branded condoms. The campaign was created by Havas.
Love Football, the global football YouTube channel, is partnering with international charity Grassroot Soccer to promote its AIDS education programmes in Africa. The partnership launches tomorrow (31 November).
Elsewhere Liverpool Football Club will unveil the world’s biggest World AIDS Day red ribbon at half time during its match with Southampton tomorrow (31 November).
The 49 metre ribbon will be laid out on the pitch to raise awareness of World AIDS Day 2012 and Living with HIV, the club’s sponsor Standard Chartered’s global HIV and AIDS education programme.
“Liverpool is scheduled to play Southampton on World AIDS Day making it the perfect opportunity to display the red ribbon and reinforce our commitment to the global fight against HIV,” says Mark Devadason, group head of sustainability and regions at Standard Chartered.