As part of its partnership with (RED), Durex has created a film conveying the shocking stat that every 18 seconds, one person is newly infected with HIV. The film features eight individuals who are living with HIV, including Sue from UK, Alco, 43 from Holland and Harun, 32 from Turkey, and aims to highlight that with 1.7 million men, women and children newly infected with HIV in 2018, the fight to end AIDS is far from over.
Despite advances in medication, 770,000 people globally died from AIDS-related illnesses in 2018. Complacency about safe sex remains, with 36% of our global survey participants reporting to have had sex without using protection against STIs, despite the education around it.
In the Philippines specifically, a total of 77,000 Filipinos are currently living with HIV.
The number of new infections in the Philippines has more than doubled between 2013 through 2018, as 13,000 people are newly infected each year in the country. This has led Durex Philippines to launch a local campaign #AlwaysComePrepared to curb the rising HIV infection growth rate (which is highest in Asia Pacific) through an HIV advocacy campaign that educates on the importance of protection, through fun yet timely social media content, articles, call centers and university tours where HIV-related talks, factsheet distribution and HIV testing is conducted.
Globally, the new (DUREX)RED campaign is calling for people around the world to show their support by sharing the film using #DurexRED. The public can also show their support by purchasing a (DUREXTM)RED bundle on Lazada, where a portion of funds raised from each sale will go directly towards a programme in South Africa, where 7.7 million people are currently living with HIV. The ‘Keeping Girls in School’ programme, where all funds are directed towards, aims to reduce new HIV infections and pregnancies among young women by encouraging girls to stay in education and improving access to sexual health and reproductive services.
The campaign is part of a three-year partnership between Durex and (RED), which will raise a minimum of $5m for 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.
Ben Wilson, Global Category Director, Durex, said: “This provocative statistic highlights why we’ve joined forces with (RED), to provide an opportunity for everyone to play a role in helping end AIDS. Around the world, 36% of sexually active people are taking risks by having sex without using protection against STIs. 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.”
Durex joins the list of some of the world’s most iconic brands who have partnered with (RED) since it was founded by Bono and Bobby Shriver in 2006, through the creation of special edition (RED) products and experiences. To date, (RED) has generated more than $600 million for the Global Fund to fight AIDS, Tuberculosis and Malaria, where 100 percent of money donated goes directly towards HIV/AIDS programmes in sub-Saharan Africa to ensure that it reaches those most in need of the funds.
The Global Fund grants that (RED) supports have impacted nearly 140 million people with prevention, treatment, counselling, HIV testing and care services.
Jennifer Lotito, COO of (RED), said: “We’ve made real progress in the fight against AIDS, however with 38 million people still living with HIV globallyvii, it’s time to up the ante. We’re hugely grateful to have Durex on board as a (RED) partner, raising awareness around the issue and generating millions of dollars to fund Global Fund programs in the communities most impacted.”
‘Save Lives this World AIDS Day – and buy the (DUREX)RED bundle at https://bit.ly/2On5N2U and show your support via social media. Visit www.durex.com/red.
#Durex Red #AlwaysComePrepared #WorldAIDSDay
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