The Coca-Cola Company announced yesterday a multi-year partnership with (RED) to raise awareness and money for the Global Fund’s efforts to virtually eliminate mother-to-child transmission of HIV by 2015.
The partnership includes an initial commitment of more than $5 million USD from The Coca-Cola Company over the next four years.
This commitment will fund marketing awareness campaigns activated through globalCoca-Cola music initiatives and programs. As part of the $5 million USD contribution, a minimum of $3 million USD will be donated directly to The Global Fund to purchase anti-retroviral medicine and distribute literature.
Africa Route-to-Market
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“It’s encouraging to think that we could witness an AIDS-free generation during our lifetime,” said Muhtar Kent, Chairman and CEO, TheCoca-Cola Company. “We’re proud to help this effort and believe it complements the current work we’re doing in many parts of the world to educate and prevent HIV/AIDS as well as provide support to people affected by this preventable and treatable disease.”
This new partnership complements the work The Coca-ColaCompany and The Global Fund are already partnering on in Africa. The two organizations are leveraging insights from theCoca-Cola supply chain and route-to-market system to help improve access to critical medicines.
Check out the video below to know a little more about the game:
