AIDS charity Red and Bank of America are partnering with Nike for a mobile-optimised campaign aimed at eradicating HIV transmission from mothers to children.
The ‘Turn Your Miles Red‘ campaign utilises the Nike+ Running app, with the eight-week drive kicking off with the Bank of America-sponsored Chicago Marathon. The campaign enables users to pledge via Nike’s website, with every mile they run triggering a donation of 40 cents (25 pence) from Bank of America to the charity, up to $1m.
The 40 cents pays for two antiretrovirals which, when taken daily, can prevent an HIV-positive pregnant woman from passing the virus to her unborn baby. 650 infants are born with HIV every day, and the campaign aims to provide up to 2.5m days of lifesaving pills to areas stricken by AIDS.
“Public and private partnerships are essential to solving our most significant challenges, particularly when it comes to global health,” said Anne Finucane, global chief strategy and marketing officer at Bank of America. “By bringing Nike’s influence and resources into the fold, we’re building on our progress toward a very reachable goal.”
“The first step is always the most important for anything worth doing, and helping fight for an AIDS-free generation is something we believe people worldwide are willing to go the extra mile for,” said Deborah Dugan, CEO of Red. “I encourage anyone and everyone – marathoners, casual runners and walkers – to join Red, our partner Bank of America and the Nike+ community and make your steps count.”
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