Social Media Raises AIDS Awareness
June 13, 2013
On June 11, Johnson & Johnson joined (RED) in launching "SHARE," a new initiative that uses social media to raise awareness and funding to end mother-to-child HIV transmission. The SHARE campaign goal is to raise $100,000 for the Global Fund to Fight AIDS, Tuberculosis, and Malaria through social media sharing. Every time a person "tweets," "likes," or "pins" an infographic that depicts progress in eliminating mother-to-child HIV transmission, Johnson & Johnson will donate $1 to the Global Fund.
SHARE is part of the (RED) AIDS awareness "SHARE (RED), SAVE LIVES" campaign and an offshoot of an earlier partnership in which (RED), RecordSetter, and Mashable collaborated to set a record for the most videos posted in one 24-hour period for a single cause. The effort, which used the video app "Vine," commemorated 32 years since the discovery of HIV/AIDS and emphasized the marketing power of social media for social causes. The video project aimed to raise awareness of the battle for an AIDS-free generation. To participate, Vine users submitted a video on June 5 with the hashtag #REDworldrecord. The campaign displayed selected Vine videos in New York's Times Square. Supporters of the Vine video campaign included Twitter co-founder Biz Stone, David Guetta, and Paris Hilton.
(RED) has contributed close to $210 million to Global Fund efforts in Ghana, Lesotho, Rwanda, South Africa, Swaziland, and Zambia.
This article was provided by CDC National Prevention Information Network. It is a part of the publication CDC HIV/Hepatitis/STD/TB Prevention News Update.
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