Coca-Cola teams with (Red) to help end mother-to-child transmission of HIV
Coca-Cola has teamed with (Red) with the aim of ending mother-to-child transmission of HIV through a music campaign.
The campaign kicks off with the debut of Queen’s “Let Me in Your Heart Again,” a previously unreleased song, mixed by William Orbit exclusively for the project.
“It’s been 23 years since the world lost our beloved Freddie Mercury,” said Queen guitarist Brian May.
“We’ve made extraordinary progress in the fight against Aids in that time. But we cannot simply rest on the fact that the treatment is available. We must ensure that it is provided. Roger and I are proud to lend this rediscovered song to the Coca-Cola Red campaign, in the hope that Freddie’s powerful voice can inspire the world yet again.”
The month-long global programme will run until World Aids Day on 1 December, with funds raised going directly to The Global Fund to fight Aids, Tuberculosis and Malaria to finance grants which provide HIV prevention, testing, counseling, treatment and care services.
“One of the primary goals behind the movement of this campaign is to use the power of music to rally the millennial generation in realising that an Aids free world is within reach,” said Emmanuel Seuge, vice president for global alliances and ventures at The Coca-Cola Company. “We are grateful to all of the artists who are joining us in this remarkable effort.”
Songs by Aloe Blacc, Wyclef Jean featuring Avicii, and OneRepublic will also be released, with one song being unveiled each week.
Coca-Cola and (Red) have also teamed with Omaze to offer once-in-a-lifetime experiences for fans who make donations. Prizes include winning Bono’s guitar, going backstage at a U2 concert and spending a day with OneRepublic.