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Pop star Zara Larsson is encouraging people to ‘Give a F**k’ for World AIDS Day, as part of a new campaign to end AIDS.
The new Durex (RED) condom will raise funds towards a programme in South Africa, where an estimated 7.2 million people are currently living with HIV. 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.
Image: Helena Dudley / FreudsSpeaking of the campaign, Zara Larsson says, ‘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 and it’s so important that my generation use their voices to encourage others to ‘give a f**k’ to stop this happening.’
Durex, a global leader in health and hygiene, will make a minimum donation of $5m 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 joins 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. Together, they star in a provocative short film which encourages viewers to ‘Give a F**k’ about AIDS by sharing online using #GAF.
Durex Global Category Director Ben Wilson says, ’37 million people are living with HIV around the world[iv], 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, 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.’
Many iconic brands 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% 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.
CEO of (RED) Deborah Dugan says, ‘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.’
Show you Give a F**k this World AIDS Day – buy a (DUREX)RED condom and share the #GAF message. #GAF #HaveSexSaveLives
Visit durex.co.uk/red for more information.
International pop sensation Zara Larsson fronts the new campaign and encourages people to ‘Give a F**k’ ahead of World AIDS Day, as Durex® partners with (RED)® to support the fight to end AIDS.
