Durex and (RED)® join forces and ask the world to have sex and save lives
2nd November 2018 - Zara Larsson is encouraging people to ‘Have Sex and Save Lives’ ahead of World AIDS Day, as Durex partners with (RED) to support its mission to end AIDS.
From today, consumers around the world will be able to purchase a Durex RED condom, and funds raised from sales will go directly towards a programme in South Africa, where 7.2 million people are currently living with HIV. [i] The ‘Keeping Girls in School’ programme aims to reduce new HIV infections and pregnancies among young women through encouraging girls to stay in education and improving access to sexual health and reproductive services.
Zara Larsson comments: “For the first time ever, you can literally ‘Have Sex and Save Lives’. It is empowering that we can all help to protect ourselves by having safe sex, and at the same time, join the fight to end AIDS through helping girls in South Africa who really need our support. Every two minutes an adolescent around the world is infected with HIV [ii] and it’s so important that my generation use their voices to stop this happening.”
Durex, part of RB, a global leader in health and hygiene, will make a minimum donation of $5m over three years to The Global Fund via the Durex RED partnership. The Bill & Melinda Gates Foundation will match Durex’s $5m contribution taking the total to a minimum of $10 million.
Swedish singer Zara Larsson is joined by Emmy Award-winning actor Thandie Newton, Broadway star Javier Muñoz, comedian, singer and actor Phoebe Robinson, influencer and activist Tyler Oakley, singer, rapper and actor Jacob Latimore, and actor Christian Navarro, in a provocative short film, which encourages viewers to show their support by sharing online using #HaveSexSaveLives and #GAF
Ben Wilson, Global Category Director, Durex, said: “37 million people are living with HIV around the world [iii], and this ground-breaking new partnership with (RED) allows everyone to play a role in helping end AIDS. 69% of sexually active people around the world are having sex on a weekly basis, [iv] and not only is our mission to help protect them, but through this vital partnership, we hope to make a huge difference to young women who are disproportionately affected by this devastating disease in South Africa.”
Durex joins the list of some of the world’s most iconic brands who have partnered with (RED) since it was founded by Bono and Bobby Shriver in 2006, through the creation of special edition (RED) products. To date, (RED) has generated more than $500 million for the Global Fund to fight AIDS and 100 percent of money donated goes directly into projects to ensure that it reaches those most in need of the funds.
The Global Fund grants that (RED) supports have impacted nearly 110 million people with prevention, treatment, counselling, HIV testing and care services.
Deborah Dugan, CEO of (RED), comments: “It is exhilarating for (RED) to partner with a global brand like Durex in such a provocative, inspiring and creative way. In addition to millions of dollars to the Global Fund, there is brilliance and beauty in a (RED) partner product that saves lives in more ways than one. Thank you to all at Durex for bringing this important campaign to people and places all around the world.”
‘Have Sex and Save Lives’ this World AIDS Day – buy a Durex RED condom and show your support via social media.
[i] Data from UNAIDS: Number of people living with HIV/Map http://aidsinfo.unaids.org
[ii] Calculation taken from data source on P8 https://www.unicef.org/sites/default/files/2018-07/UNICEF-WomenHIV-Complete-Web-2018-07-18.pdf
[iii] Data from UNAIDS 2018: p1 http://www.unaids.org/en/resources/fact-sheet
[iv] Durex Global Sex Survey 2017