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World AIDS Day: Durex (RED)R Asks Everyone To ‘Give a F**K’ About HIV

| Published on December 1, 2018

Durex launches a limited-edition (DUREX)RED pack as part of the #HaveSexSaveLives drive on World Aids Day

Durex, world’s #1 sexual wellbeing brand today announced its partnership with (RED)®, a nonprofit organization, to fight the AIDS epidemic globally. With the collaboration, Durex aims to drive awareness and instigate behavior change in people towards fighting against HIV/AIDS. It also launched #HaveSexSaveLives initiative, under which a limited edition (DUREX)RED pack has been introduced in India and globally. For every (DUREX)RED pack purchased by a consumer, a part of the revenue will be donated to the Global Fund that fights AIDS.

A minimum donation of $5m will be made to The Global Fund via the (DUREX)RED partnership and The Bill and Melinda Gates Foundation will generously match this figure making it a total of $10m to fight AIDS. The partnership will try helping reinvigorate conversations and activism around HIV/AIDS to transform the health of young women and girls in the country.

https://www.youtube.com/watch?v=rNTQGCluEUc

Commenting on the partnership, Pankaj Duhan, Chief Marketing Officer, RB South Asia Health said,

“As Durex India, we understand the urgency of providing access, education and information around sexual health and contraception. We believe that this partnership and our initiative together will drive conversations and help increase the adoption of condoms in our country. Through #HaveSexSaveLives initiative, we want to invoke the youth of today to be a torchbearer and an agent of change in society. We are hopeful that they will actively participate in this fight against HIV through the purchase of (DUREX)RED special edition pack.”

As per the National AIDS Control Organization (NACO), India had observed around 87,580 new HIV infections and 69,110 AIDS related deaths in 2017. Condom penetration in India stands at only 5.2% today, the biggest reason being the usage of condoms being perceived as a hindrance in the act of sex. Together with (RED), Durex aims to reduce cases of new HIV infections and pregnancies among young women. It also wishes to improve access to sexual and reproductive health services and comprehensive sexuality education in schools, and encourage girl child education.

Durex India also signed an MOU with UNAIDS India, through which it has donated one lakh condoms for free to be distributed among high-risk groups. Additionally, as part of the global campaign, Durex also kicked of #GAF (‘Give a F**k), a consumer engagement campaign with the global talent Zara Larsson, a Swedish singer and songwriter. The brand is also identifying ways to reach the highest HIV risk group of Female Sex Workers, to prevent the spread of AIDS epidemic.

Also Read: 10 Brilliant Ads From Durex That Shows Their Creativity

About RB

RB* is the global leading consumer health and hygiene company. Driven by a purpose to build healthier lives and happier homes, RB has operations in over 60 countries. From the foundations of wellness and infant nutrition to the fundamentals of a hygienic home, its global brands help people live healthier, happier lives. RB has world-leading Powerbrands which include household names such as Dettol, Harpic, Lizol, Veet, Durex, Strepsils, Mortein, Vanish, Air Wick, Enfamil, Nutramigen, Nurofen, Strepsils, Gaviscon, Mucinex, Scholl, Clearasil, Finish, Calgon, Woolite. RB’s unique culture is at the heart of its success. Its drive to achieve, passion to outperform and commitment to quality and scientific excellence are manifested in the work of over 40,000 RB employees worldwide.

For more information visit https://www.rb.com/

*RB is the trading name of Reckitt Benckiser group of companies

About (RED)®

(RED)®was created by Bono and Bobby Shriver in 2006 to harness the power of consumers and companies to help fight AIDS. (RED) partners with the world’s most iconic brands that contribute a portion of profits from (RED)-branded goods and services to the Global Fund. To date, (RED) has generated more than $500 million for the Global Fund to fight AIDS, Tuberculosis and Malaria, to support HIV/AIDS grants in Ghana, Kenya, Lesotho, Rwanda, South Africa, Swaziland, Tanzania and Zambia. 100 percent of money generated goes to work on the ground -no overhead is taken. Global Fund grants that (RED) supports have impacted more than 110 million people with prevention, treatment, counseling, HIV testing and care services.

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