Fashion designer and Chairman of amfAR, Kenneth Cole, has partnered with MTV Staying Alive Foundation and amfAR on the reinterpretation of the iconic AIDS ribbon. Designed to commemorate the discovery of the virus 30 years ago, and to ignite a new wave of awareness about the pandemic with the next generation, the new AIDS ribbon features a double loop, and symbolizes the coming together of individuals and the re-doubling of efforts in the fight against HIV and AIDS.
The ribbon will be supported by a celebrity campaign entitled “COME TOGETHER.” The campaign, which will air on MTV channels worldwide in November and December, will feature a montage of celebrities wearing the double ribbon reciting lines about how, where, and when they like to wear it. Celebrities featured in the campaign include: Ke$ha, Sarah Jessica Parker, Cyndi Lauper, Estelle, Skylar Grey, Cheyenne Jackson and Rose McGowan.
Viewers inspired to get involved or learn more about the campaign will be encouraged to visit MTVComeTogether.com, where they can learn important facts about HIV prevention, purchase the new double ribbon, donate, upload photos of themselves wearing the ribbon or discuss the issues. They can also follow the campaign on twitter @MTVComeTogether or on Facebook facebook.com/mtvcometogether.
The ribbons will be on sale beginning through December 31, with 100% of net profits being donated to AWEARNESS, the Kenneth Cole Foundation, in support of the MTV Staying Alive Foundation and amfAR, The Foundation for AIDS Research. The ribbons will be available for purchase at: Kenneth Cole retail and outlet stores in the U.S., Latin America, Israel, the Philippines and KennethCole.com; Bloomingdale’s and Bloomingdales.com; Gilt Groupe; and House of Fraser in the UK. Net profits from sales of the ribbon will be split between the MTV Staying Alive Foundation and amfAR.