ONE Campaign and Product (RED) have joined together to launch the (2015)QUILT, a digital AIDS quilt designed to bring people from all over the world together to fight for a historic achievement, the delivery of the first AIDS free generation in the more than 30 years since the virus was first diagnosed. Launched on World AIDS Day, 1 December 2011, the (2015)QUILT draws its inspiration from the internationally celebrated AIDS Memorial Quilt started in 1987.
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The (2015)QUILT lets people express their support for the fight against AIDS. Anyone can create a quilt panel by using the simple online tool and then share it with their friends and family through Facebook, Twitter and Google+. Before uploading their panel, users will be asked to make a specific commitment that will help bring about the beginning of the end of the epidemic. Options include joining ONE, inviting friends to join ONE and together press policymakers to act, buying one (RED) gift this holiday, and making a commitment to help deliver an AIDS free generation by 2015.
A broad spectrum of well-known leaders in entertainment, media and politics have already signed up to be part of the (2015)QUILT, including Tyra Banks, Tom Brady, The Jonas Brothers, Gisele Bundchen, Christy Turlington Burns, Barbara Bush, Chelsea Clinton, Coldplay, My Darkest Days, Ellen DeGeneres, Estelle, A Fine Frenzy, Zach Galifianakis, Arianna Grande, Amy Grant, Ashley Greene, Josh Groban, Jenna Bush Hager, Paris Hilton, Perez Hilton, Kate Hudson, Jessie J., Kerli, The Killers, Annie Lennox, Jane Lynch, Maroon 5, Sienna Miller, Brandy Norwood, Jamie Oliver, Parachute, Snow Patrol, Sean Paul, The Black Eyed Peas, Simple Plan, Jeremy Piven, Gabourey Sidibe, Martha Stewart, Neon Trees, Yu Tsai, U2, Anne V., Pete Wentz and Oprah Winfrey. In addition, (RED) partners supporting the (2015)QUILT include Proud Partners: Apple, Beats by Dr. Dre, Belvedere, Bugaboo, Converse, Dell, Gap, Nike, Penfolds and Starbucks and Special Edition Partners: FEED, Girl Skateboards, Mophie, Nanda Home, Shazam and Solange Azagury Partridge.
The (2015)QUILT draws its inspiration from the internationally celebrated AIDS Memorial Quilt. The Quilt, which began in 1987 with a single panel and a single name, now contains more than 94,000 names, weighs 54 tons and is the largest community art project in the world. Throughout its history, The Quilt has been used to fight prejudice, to raise awareness and to transform apathy into advocacy and indifference into compassion.
Today, the world stands at a critical juncture in the fight against AIDS. By 2015, we can virtually end the transmission of HIV from moms to their babies, provide expanded access to treatment for 15 million people and implement innovative prevention techniques to drastically reduce new infections. Together these three milestones could usher in ‘the beginning of the end of AIDS.’
The pledge of action is an important feature of the (2015)QUILT. Anyone who adds a pledge to the (2015)QUILT will receive a free song from The Killers. Since 2006, The Killers have recorded a Christmas song for (RED). (2015)QUILT participants who make a pledge will be able to choose from one of six Killers tracks, including this year’s song ‘The Cowboys’ Christmas Ball.’ All songs will be available for sale later on this week on iTunes as singles or as an exclusive EP with proceeds going to fight AIDS.
This is among the first pro-social campaigns to leverage the latest Facebook Platform technologies that create a live connection between the user and the app so he or she can update their profile with activity as they go. The (2015)QUILT is built in HTML5 and is a beautiful, interactive database of contributions, which can be searched by name, friends’ activity, pledge commitments and geography. When users hover over a panel, they can see the participant’s name, panel and pledge commitment.
The (2015)Quilt was was produced at @radical.media.
Promotion for the quilt includes a pro bono advertising and media campaign created by Hill Holliday, and a PSA created by Viacom. The Hill Holliday-created ads will roll out across leading digital platforms, broadcast networks and print publications, including AOL, Twitter, Viacom, StumbleUpon, Klout, The Fader and O Magazine and the Chicago Sun Times.