Long the concern of major Hollywood stars like Bono, George Clooney and others, AIDS awareness in Africa just received a leg up with support from Nike. The famed sportswear company has recently started a viral video campaign featuring Kobe Bryant, Maria Sharapova and many others. The effort has been lauded by critics and fans alike.
Nike’s AIDS awareness program originally launched in December 2009, as a joint effort with U2 front man Bono’s (RED) project. (RED) is the brainchild of the singer who has ceaselessly championed the cause for years and years. It is a concept that combines consumerism with charity. A portion of every (RED) product purchased goes towards Africa.
(RED) lists among its partners the most sought after brands in the world. These include, GAP, Starbucks, Apple, Nike, Armani, and American Express among others. So far, the (RED) project has saved a countless number of lives in Africa.
The latest (RED) effort with Nike gets famous sports stars to deliver the message. Aptly titled, ‘Lace Up Save Lives’, the video campaign makes use of Nike’s (RED) line of shoe laces. 100 percent of the profits from Nike’s (RED) shoelaces go toward The Global Fund and football based programs that help AIDS in Africa. The (RED) motto is “Educate + Medicate”.
The video was produced by Arnold Worldwide. It features various sports stars wearing the (RED) laces on their hands, feet, and head in an effort to increase AIDS awareness. The video encourages fans to buy (RED) products to support the cause. The laces can be purchased online or in Nike stores themselves.
The campaign is timely. 2010 marks the Winter Olympics in Vancouver as well as the FIFA World Cup in South Africa. With more and more celebrities and sports stars jumping on the (RED) bandwagon, more progress can be made to end AIDS in Africa.
Written by Lani Shadduck
HULIQ.com
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