(RED) Sets the First World Record on Vine; Initiative Demonstrates the Power of Social Media to Fight for an AIDS Free Generation

New 'SHARE' campaign with Johnson & Johnson enables people to raise $100,000 for the Global Fund to fight AIDS through social media content sharing

NEW YORK, June 10, 2013 /CNW/ - To mark the 32 years since AIDS was first discovered in 1981, (RED) partnered with Mashable to create a new RecordSetter world record using the video app, Vine. Posting 'the most Vine videos ever recorded in 1 day for a cause', the 24 hour initiative highlighted the power of social media, generating heat and awareness around the fight for an AIDS Free Generation.

(Photo: http://photos.prnewswire.com/prnh/20130610/NY28649-INFO )

Vine users were asked to post a 6 second video with the #REDworldrecord hashtag, and the record saw people across the globe – from Kenya to Thailand, and the UK to the USA – rally around the AIDS fight and post videos of support. Vine users including David Guetta, Paris Hilton, Dita Von Teese, Twitter co-founder Biz Stone, Olympic athlete Chellsie Memmel and top chef Mario Batali posted videos in support. A selection of the Vine posts were shown on the NASDAQ Tower and Marquee Screen in New York's Times Square, and can be viewed at www.joinred.com/choosered/vine.

Following the success of the (RED) world record, a new partnership between (RED) and Johnson & Johnson will further highlight the power of social media to raise awareness and funds to help end mother-to-child transmission of HIV. From June 10th 2013, every time someone 'tweets', 'likes' or 'pins' an infographic depicting the progress made in the fight to protect the lives of mothers and babies, Johnson & Johnson will donate $1 to the Global Fund to fight AIDS, up to $100,000.

Anu Gupta, Director Corporate Contributions, Johnson & Johnson, said; "We are excited to join (RED) and their SHARE (RED), SAVE LIVES campaign. Through collective social action, we can all accelerate the end of mother to child transmission of HIV."

About (RED)
(RED) was founded in 2006 by Bono and Bobby Shriver to engage businesses and people in the fight against AIDS.

(RED) partners with the world's most iconic brands who contribute up to 50% of profits from (RED) branded goods and services to the Global Fund. (RED) Proud Partners include: Apple, Starbucks, Converse, The Coca-Cola Company, Beats by Dr. Dre, Belvedere, Bugaboo, Claro, SAP, Telcel and American Express (UK only). (RED) Special Edition partners include: Shazam, Girl Skateboards, Mophie, FEED, Nanda Home, Bottletop, Tourneau, Fatboy USA, HEAD and TOUS.

To date, (RED) has generated close to $210 million for the Global Fund to fight AIDS, Tuberculosis and Malaria, to support HIV/AIDS grants in Ghana, Lesotho, Rwanda, South Africa, Swaziland and Zambia. 100 percent of that money goes to work on the ground – no overhead is taken. Global Fund grants that (RED) supports have impacted more than 14 million people with prevention, treatment, counseling, HIV testing and care services.

(RED) is a division of The ONE Campaign. Learn more at www.joinred.com


For further information:

Kris Zillo, 212-219-2787, kris@thisismission.com



PRN Photo Desk, photodesk@prnewswire.com

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