Zara Larsson partners with Durex to help end AIDS
International pop star Zara Larsson is encouraging people to Give a F**k ahead of World AIDS Day, as Durex partners with (RED) to support its mission to end AIDS. The partnership which launches today was brought together by Sony Music UK’s 4th Floor Creative.
Consumers around the world will be able to purchase a Durex (RED) condom, and funds raised from sales will go directly towards a programme in South Africa, where it is estimated that 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.
Zara Larsson said, “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, part of RB, 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 is joined by 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, in a provocative short film, which encourages viewers to ‘give a f**k’ about AIDS by sharing online using #GAF.
Ben Wilson, Global Category Director, Durex, said, “37 million people are living with HIV around the world, 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.”
To date, (RED) has generated more than $500 million for the Global Fund to fight AIDS and 100 percent of money donated goes directly into projects to ensure that it reaches those most in need of the funds.
For more information on Durex’s Give A F**k campaign, visit www.durex.co.uk/red