Coca-Cola and (RED) Join Forces to Inspire People to Save Lives

Image source: Coca-Cola Company

To support the global (RED) anti-AIDS movement, Coca-Cola has launched a dance-focused campaign, inspiring consumers to dance for health of others.

The effort started ahead of World AIDS Day, December 1, #CokeREDMoves, encourages both amateur and professional dancers from across the globe to record the Coke dance performance and send it in—all to generate more donations to help end mother-to-child transmission of HIV by 2015.

The campaign, launched on October 31, is rolling out on the Thump.Vice page.  The dance theme of the #CokeREDMoves syncs with Coca-Cola’s ongoing global campaign aimed to inspire people to adopt active lifestyles and move more, particularly in dance. Earlier this year, the brand launched “The Calorie Dictionary” spot to demonstrate how many calories can be burnt during “5 extra minutes of” various daily activities—dancing is not on the list, but it’s widely known that it really helps become fit.

“We hold a fundamental belief that more movement brings more happiness, for everyone,” said Wendy Clark, SVP Sparkling Brand Center, The Coca-Cola Company.  “Partnering with (RED) to connect people through the universal language of dance is a meaningful way to show our support.”

Coca-Cola has made a commitment of more than $5 million USD from 2011 to 2015, and over the next two years the partnership with (RED) will raise awareness and money to help eliminate mother-to-child transmission of HIV.  This money will help fund up to 7.5 million doses of anti-retroviral treatment for people affected by HIV/AIDS in Africa.