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From Snapchat selfies to a Jimmy Kimmel shopathon - how brands are supporting #WorldAIDSDay


By Rebecca Stewart, Trends Editor

December 1, 2015 | 9 min read

Each year, World AIDs Day provides the opportunity for people worldwide to showcase their support for the estimated 34 million people living with HIV.

On Twitter, users have rallied together to get #WorldAIDsDay trending globally, with several brands sharing their fundraising and awareness-driving initiatives including L'Oréal.

From kissing booths and special lipstick to condom emojis, scroll down to take a look at how marketers are working to help those affected by the virus.

Uber and Microsoft

Uber forged a partnership with Bono's charity RED back in June, and today riders across 150 cities nationwide can participate through the startup’s global ‘Ride RED’ initiative.

Cars in the app will turn red to drive awareness around the cause, and users can choose to donate $5 on top of their normal fare.

The Bill and Melinda Gates Foundation has pledged to match all in-app donations made.

Kiehls and MTV

Skincare brand Keihls has teamed up with MTV’s Staying Alive Foundation on Twitter and will donate £5 ($7) to the initiative for each Tweet received using the hashtag #KiehlsGives.

MTV, meanwhile, has created a colourful video to encourage its viewers to be more open about sex.

Kiehl's Monmouth Street store is hosting a charity event to raise funds for Staying Alive this evening, which will fund youth-led programs and help create awareness-raising content off and online.

Vice and Jimmy Kimmel Live

With appearances from Olivia Wilde, Bono, Matt Damon, The Killers and more, tonight’s Jimmy Kimmel Live is set to be a star-studded event in honour of World AIDs Day.

The host is chairing a live ‘Shopathon’ in partnership with Vice to raise money for RED and the teaser for the show stars Scarlett Johansson singing a catchy jingle alongside Barry Manilow.


For the eighth consecutive year, Starbucks is partnering with RED.

The coffee-house will make a 10¢ donation for every handcrafted beverage sold in participating US and Canada stores.

The money will go to the global fund to help finance HIV/AIDS programs in prevention, treatment, counselling, HIV testing and care services.


Fronted by Miley Cyrus, M.A.C's World AIDs Day drive will see all sales of the brand's 'Viva Glam' lipstick donated to helping women, men and children living with and affect by HIV/AIDs.

All proceeds will go towards the firm's AIDs Fund, which aims to serve people of any age, race or sex affected by the virus.

Attitude Magazine

Attitude magazine is inviting Londoners to visit a pop-up Kissing Booth in Soho Square as part of its ‘Rethink HIV’ campaign.

The booth, in London's Soho Square, comes as a response to NAT research which shows 16 per cent of people wrongly think you can get HIV from kissing; up from four per cent ten years ago.

The title has also unveiled a special ‘Red Issue’ fronted by actor Zachary Quinto.


Coca-Cola Africa is another brand that has joined the RED campaign.

The drinks giant is inviting fans to #ShareTheSound of an AIDs free generation with some help from Wyclef Jean, Chidinma, Shaa, Navio, Rabbit and Neyma.


To mark World AIDs Day Durex has released a video campaign calling for the creation of a condom emoji.

Running across YouTube, Facebook and Twitter, the push aims to promote safe-sex amongst teens and points out that young people already use characters such as aubergines, hot dogs and peaches to discuss sex online.

Snapchat and Microsoft

Snapchat is helping RED raise money through selfies with three special photo filters.

Each time a user sends a snap with one of the red-tinted overlays the Bill and Melinda Gates Foundation will donate $3 to the help the organisation’s fight against AIDs.

Victoria Beckham

Popstar-turned designer Victoria Beckham has launched a limited edition collection to show support.

Comprising a keyring and t-shirt featuring exclusive artwork, the products will be on sale in her London store and online.

All funds raised will go to initiatives supported by by UNAIDS.

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