World to Turn (RED)(TM) to Mark World AIDS Day

By red, PRNE
Sunday, November 28, 2010

Highlighting the Fight Against AIDS and the Attainable Goal of a Generation of Babies Born HIV-Free by 2015

NEW YORK, November 29, 2010 - More than 80 iconic landmarks across 13 countries will join (RED) to
promote awareness of the ongoing fight against the AIDS pandemic, by turning
red to mark World AIDS Day on 1st December. The campaign will launch in
Sydney where Wendy McCarthy, Chair of Pacific Friends of the Global Fund will
light the Sydney Opera House and Sydney Harbour Bridge on November 30th with
the Prime Minister of Australia Julia Gillard, the Premier of New South Wales
Kristina Keneally and Bono, who is currently touring Australia with U2.
Landmarks across the world will follow including Table Mountain in South
, the London Eye, the Empire State Building in New York, illuminating
time zone-by-time zone ending with LAX in Los Angeles. The campaign is to
highlight the attainable goal of ending mother-to-child transmission of HIV
by 2015, creating the first generation in 30 years of babies born HIV-free.

HIV/AIDS is preventable and treatable but UNAIDS statistics published
last week estimate 370,000 children are infected with the disease in 2009,
down from 430,000 in 2008. Without treatment, as many as half will die by the
age of two. Currently, only 45% of pregnant women have access to the medicine
they need to stop transmission, but collectively, prevention measures for
pregnant women including HIV screening, antiretroviral medication for those
who test positive, treatment during and after labour and infant feeding
guidance, have been shown to block mother-to-child transmission in up to 99%
of cases and the focus is now on making sure every pregnant woman who needs
treatment receives it.

"This is a time of great hope and promise in the battle against AIDS,
because we are on the verge of ensuring that virtually no child will come
into the world carrying the burden of HIV," said Susan Smith Ellis, CEO of
(RED). "It is incumbent upon us to maintain pressure on our leaders to
fulfill their current promises for funding and to seek out new, innovative
models to fill the gap. Our World AIDS Day awareness campaign, 'The AIDS Free
Generation is Due in 2015' is a reminder to everyone that we must work
together to overcome the financial challenges at this critical juncture and
to keep the world focused on this issue and this achievable goal."

"With continued funding from governments and organizations like (RED), a
world where no child is born with HIV is truly possible by 2015," says
Professor Michel Kazatchkine, Executive Director of the Global Fund. "No
other area of HIV funding has seen such a direct and rapid correlation
between donor investments and live-saving impact as prevention of
mother-to-child transmission. If every woman can protect her new-born from
HIV infection, we can truly start the first AIDS-Free Generation by 2015."

Individuals can show their support and help turn the world (RED) by
sending images and words of support via the social networks; Facebook,
FourSquare, Meet-ups and Twitter. (RED) will aggregate this information on a
global map, displaying all posts alongside the landmarks, with the hope of
turning the map of the world (RED), to represent the world's support of the
2015 goal. Fittingly, the innovative technology behind the map visualisation,
called 'Ushahidi', stems from an open source project born in Africa for use
in crisis response.

Additionally, (RED)'s documentary 'The Lazarus Effect', directed by Spike
Jonze and Lance Bangs which illustrates the importance of antiretroviral
drugs will be aired on television on World AIDS Day in over sixty countries,
including Channel 4 in the UK, HBO in the USA, Fox LatinoAmerica, Top Explore
in South Africa and SBS in Australia.

Since its launch in 2006, over $160 million has been generated by (RED)
partners and events for the Global Fund, to finance AIDS and HIV programmes
in Africa. (RED) money is at work in Ghana, Lesotho, Rwanda, South Africa,
Swaziland, and Zambia, where support programmes have reached more than 5
million people.

To help turn the world (RED) in honour of World AIDS Day, visit For a full list of landmarks please visit

About (RED)(TM)and (PRODUCT) RED(TM)

(RED)'s primary objective is to engage the private sector in raising
awareness and funds for the Global Fund, to help eliminate AIDS in Africa.
Companies whose products take on the (PRODUCT) RED mark contribute a
significant percentage of the sales or portion of the profits from that
product to the Global Fund to help finance HIV/AIDS programs in Africa,
including interventions targeting women and children. Current partners are:
American Express (U.K. only), Apple, Bugaboo, Converse, Gap, Emporio Armani,
FLOWE(RED) (U.K. only), Hallmark (U.S. only), Dell, Nike, Penguin Classics
(U.K. only) and Starbucks. Since its launch in the Spring of 2006, $160
has been generated by (RED) partners and events for the Global Fund.
(RED) money is at work in Ghana, Lesotho, Rwanda, South Africa, Swaziland,
and Zambia and supports programs that have reached more than 5 million
people. For more information, visit

About The Global Fund to fight AIDS, Tuberculosis and Malaria

The Global Fund is a unique global public/private partnership dedicated
to attracting and disbursing additional resources to prevent and treat
HIV/AIDS, tuberculosis and malaria. This partnership between governments,
civil society, the private sector and affected communities represents a new
approach to international health financing. The Global Fund works in close
collaboration with other bilateral and multilateral organizations to
supplement existing efforts dealing with the three diseases.

Since its creation in 2002, the Global Fund has become the dominant
financier of programs to fight AIDS, tuberculosis and malaria, with approved
funding of US$ 19.3 billion in 144 countries. To date, programs supported by
the Global Fund have averted more than 5.7 million deaths through providing
AIDS treatment for 2.8 million people, TB treatment for 7 million people, and
by the distribution of 122 million insecticide-treated bed nets for the
prevention of malaria worldwide. The Global Fund provides nearly a quarter of
all international financing for AIDS globally, as well as three-fifths for TB
and malaria. (RED)(TM) is the Global Fund's largest private sector
contributor. For more information visit

freud communications - jackie.edgar at, +44-020-3003-6410 or sharon.hardwick at, 020-3-003-6304; United States contact Rubenstein - Rachael Risinger, rrisinger at, +1-212-843-8046 or Andrea Sioris, asioris at, +1-212-843-9368

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