MTV Staying Alive Foundation, amFAR and fashion designer Kenneth Cole have launched a newly designed double AIDS ribbon as part of MTV Come Together, a campaign commemorating the discovery of the HIV virus thirty years ago. 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. Celebrities Sarah Jessica Parker, Ke$ha, Estelle, Skylar Gray, Rose McGowan, Cyndi Lauper and Cheyenne Jackson have all pledged their support.
The “Come Together” campaign, aired on MTV channels worldwide in November and December, features a montage of celebrities wearing the double ribbon reciting lines about how, where, and when they like to wear it. Celebrities featured in the campaign include Ke$ha, Sarah Jessica Parker, Cyndi Lauper, Estelle, Skylar Grey, Cheyenne Jackson, and Rose McGowan.
The Come Together campaign is online at MTVComeTogether.com, and invites visitors to learn about HIV prevention, purchase the new double ribbon, donate, upload photos of themselves wearing the ribbon or discuss the issues. Social networking is encouraged at @MTVComeTogether and facebook.com/mtvcometogether.
The ribbons went on sale on November 4 and continue through to December 31. All net profits are 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 are 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.