Here at FRUKT we have a soft spot for brands that champion self-expression through music and entertainment, even more so when that self-expression can become the catalyst to drive genuine change.
Highlighting how music and dance can bring people together for the greater good, Coca-Cola has teamed up with the (RED) charity to raise awareness of – and help eradicate - mother to child HIV transmission. Currently around 700 babies die needlessly each year from the preventable disease and the goal is to change that figure to a big fat zero by 2015…and you can help. Not by making a cash donation, but simply by moving your body.
Coca-Cola has already bolstered HIV/AIDS programs on the ground in Africa with a sizable $1 million donation to the Global Fund, but will donate additional funds for the first 1,000 dance videos uploaded to Instagram or YouTube that include the hashtag #CokeREDmoves, providing essential life saving medication for someone living with HIV. “We hold a fundamental belief that more movement brings more happiness, for everyone,” said Wendy Clark, SVP Sparkling Brand Center, The Coca-Cola Company.
The brand has partnered up with a host of dancers - including Harry Shum, Jr. (Mike Chang from TV Show 'Glee') and Jabbawockeez – to develop a dance centric video for Celebrate (Trashed Remix) by Empire of the Sun & Tommy Trash, a track from the forthcoming DANCE (RED) SAVE LIVES2 compilation album. In conjuction with the music video release an especially developed step-by-step tutorial enables viewers to recreate elements of the performance as they record their own ‘move for the movement’ videos.
Visit the website for more details on how to get involved.