U2 frontman Bono is launching an all-star campaign against AIDS as part of the 10th anniversary celebration of his organization (RED), a group dedicated to helping people afflicted with HIV-AIDS. The campaign features “once-in-a-lifetime experiences” that can only be won after donating at least $10 to the organization.
The campaign launches on Tuesday, December 1 to coincide with the World AIDS Day celebration.
Bono enlists Jimmy Kimmel, George Clooney, Kim Kardashian for World AIDS Day campaign https://t.co/Nj6z4JpX0s
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Kicking off the event, Bono and his bandmate The Edge will perform on December 1 at Carnegie Hall. Jimmy Kimmel is dedicating his late-night show to the cause as well. He, together with actress Olivia Wilde, will host SHOPATHON, where a winning donor will win a “once-in-a-lifetime experience” with special celebrity guests.
Winners will get a get a chance to learn how to pass a football with Tim Brady or pose for a snap with basketball legend Shaquille O’Neal. Winning donors will also experience a contour makeover with Kim Kardashian, a portrait painted by James Franco, and watch a University of Texas football match with alum Matthew McConaughey. Submission of entries will close on January 21, 2016.
“Even though red is the color of emergency, there’s a sort of optimism about the whole campaign and a kind of defiant humor. We have always had that, but the [SHOPATHON] will really take it to another new level,” Bono said as he explained this year’s campaign.
Some of the hottest names in Hollywood, such as Hozier, Jessie J, and Miley Cyrus, are expected to share their time for the private benefit. Vice President Joe Biden, musician D’banj, Trevor Noah of The Daily Show, and Stephen Colbert are also expected to join the event. (RED) merchandise will also be available as part of the campaign.
Gilt.com shoppers will find exclusive 100 (RED) products, including limited-edition T-shirts designed by Magic Johnson’s son, a cute tote bag by “Love Me” artist Curtis Kulig, and a special bouquet from Christina Stembel’s Farmgirl Flowers, starting Tuesday. Gilt will also offer special (RED) products from popular brands such as Converse, Fatboy, and Moleskine etc. Other limited (RED) merchandise from partners can be viewed from the organization’s website.
Gap will announce its $1 million dollar pledge to fighting AIDS, and the company’s special (RED) products will be available on its official website on the same day as well.
Moreover, the Bill and Melinda Gates Foundation will match every dollar spent on limited-edition (RED) products for up to $20 million.
Besides enlisting celebrities to help in the campaign, (RED) is also tapping the power of social media to inform people what the World AIDS Day stands for. (RED) has partnered with Snapchat to help raise funds for the initiative.
— The Next Web (@TheNextWeb) December 1, 2015
Snapchat will offer three special photo filters on World AIDS Day, and for every Snapchat selfie sent using a (RED) filter, $3 from the Bill and Melinda Gates Foundation will be given to the organization.
The Gates foundation offered to donate $3 million to the organization through the app; therefore, at least 1 million Snapchat users must use the filters. The (RED) filters will become available starting 12 a.m. on Tuesday.
“It’s a big day, World AIDS Days. It’s crucial this year. This is the most crucial year,” Bono stated. “We can feel people going, ‘Oh yeah, that AIDS thing is done now,’ and we’re like, ‘No! It’s not!'”
According to worldaidsday.org, there are about 34 million people infected with the HIV virus around the globe. The simplest way one can show support for people with HIV is by simply wearing a red ribbon, which is available on the NAT (National AIDS Trust) website.
[Photo by Chris Jackson/Getty Images]