“Collectively, we have the power to help deliver an AIDS-Free Generation,” said Wendy Clark, Senior Vice President of Integrated Marketing Communications, The Coca-Cola Company. “We feel that (THRED) is a great way to capture attention and one that gives everyone the opportunity to contribute their time, money and networks to help end the transmission of HIV from mothers to their babies by 2015.”
To help celebrate the launch of the new game, Actress Emma Roberts is partnering with The Coca-Cola Company and (RED) to raise awareness around the powerful impact people can make by playing (THRED) Roberts will lead an online discussion via a Twitter chat about the mobile game from her @RobertsEmma handle on Thursday, Dec. 20 at 1:30 pm PST.
The Coca-Cola Company also will launch a film for television and digital premier in late December called “Making the Game for (RED),” which chronicles the behind-the-scenes development of (THRED).About The Coca-Cola Company and (RED) The Coca-Cola Company has committed more than $5 million over the term of the partnership with (RED) to fund awareness building campaigns and activation through global Coca-Cola marketing initiatives. As part of this contribution, a minimum of $3 million will be donated directly to the Global Fund for distribution of anti-retroviral medicine and educational literature. This partnership complements the work The Coca-Cola Company and The Global Fund are already partnering on in Africa. The two organizations are leveraging insights from the Coca-Cola supply chain and route-to-market system to help improve access to critical medicines. The Coca-Cola Company operates in more than 200 countries and is one of the largest employers in the world. The Coca-Cola system employs nearly 70,000 people in Africa, which is home to more than 60 percent of the world’s HIV-infected population.*