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Durex and (RED)® Join Forces and Ask the World to Care About AIDS

From 1st December, consumers in Malaysia and around the world will be able to purchase buy (DUREX™)RED products, and funds raised from sales will go directly towards a programme in South Africa, where 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.

Durex is reigniting conversations around HIV and sexual health ahead of World AIDS Day, as it partners with (RED) to support its mission to end AIDS.

The buy (DUREX™)RED Box will be retailing online on Lazada Malaysia at RM 39.90 in a bid to reach out to the younger demographics in a mobile-first region.

Durex, part of RB, a global leader in health and hygiene, will make a minimum donation of USD $5m over three years to The Global Fund via the buy (DUREX™)RED partnership. The Bill & Melinda Gates Foundation will match Durex’s USD $5m contribution taking the total to a minimum of USD $10 million.

Ben Wilson, Global Category Director, Durex, said: “37 million people are living with HIV around the worldii, and this ground-breaking new partnership with (RED) allows everyone to play a role in helping end AIDS. 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. 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.

The Global Fund grants that (RED) supports have impacted nearly 110 million people with prevention, treatment, counselling, HIV testing and care services.

Deborah Dugan, CEO of (RED), comments: “It is exhilarating for (RED) to partner with a global brand like Durex in such a provocative, inspiring and creative way. In addition to millions of dollars to the Global Fund, there is brilliance and beauty in a (RED) partner product that saves lives in more ways than one. Thank you to all at Durex for bringing this important campaign to people and places all around the world.”

Show you care this World AIDS Day, buy (DUREX™)RED. Visit www.durex.com/red for further information.


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