The Coca-Cola Company, in partnership with (RED), invites people from South Africa and all over the world to join efforts to help end the mother-to-child transmission of HIV with the launch of a new campaign, “Share the sound of an Aids-free generation”.
The campaign will feature an array of top artists as they debut new music and offer exclusive experiences encouraging people to come together, to share and, most importantly, to give.
“Funds raised from the campaign will go to the Global Fund to fight Aids, tuberculosis (TB) and malaria, to finance projects which provide HIV prevention, testing, counselling, treatment and care services,” said Eclipse Public Relations’ Deborah O’Connell.
The global programme, which runs through World Aids Day on December 1, 2014, shares a message of hope and unity to empower today’s youth to understand they can be the generation to end the Aids pandemic.
“About 650 babies are born every day with HIV, yet life-saving medication exists and costs as little as R4.42 a day,” explained O’Connell.
“That same medication can reduce the risk of an HIV-positive woman passing on the virus to her baby by 95 per cent.”
“One of the primary goals behind the movement of this campaign is to use the power of music to rally millennial in realising that an Aids-free generation is within reach,” said the vice president of Global Alliances and Ventures, Coca-Cola Company, Emmanuel Seuge.
“We are grateful to all the artists who are joining us in this remarkable effort.”
Artists rallying behind this significant cause include the likes of Aloe Blacc, Wyclef Jean, Avicci and One Republic, as well as the debut of a previously released track by Queen.
The track, titled “Let Me in Your Heart Again”, features the iconic vocals of the late Freddie Mercury, who passed away from Aids in 1991 and has been exclusively mixed for this campaign by William Orbit.
Throughout the campaign these artists will unveil an original song that will be available to download on iTunes, with all proceeds benefiting the Global Fund.
“It’s been 23 years since the world lost our beloved Freddie Mercury,” said Queen’s guitarist, Brian May.
“We have made extraordinary progress in the fight against Aids in that time, but we can’t simply rest on the fact that the treatment is available, we must ensure that it is provided.”
“Roger Taylor 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.”
