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(RED) is the organisation founded in 2006 by Bono and Bobby Shriver which aims to engage businesses and people in the fight against AIDS. This is the first collaboration between (RED) and a hotel brand.
W hotels in London, Paris, Barcelona, Istanbul and Verbier will be hosting fundraising activities throughout December, allowing guests and local people the opportunity to contribute to the campaign to raise awareness and money in support of the work for the Global Fund to fight AIDS, Tuberculosis and Malaria.
On 1st December, W Hotels across Europe turned (RED) with unique exterior lighting effects to mark World AIDS Day and exclusive events featuring top W DJs to drive further awareness for the cause.
Throughout the campaign, participating W Hotels will be offering specially-created (RED) cocktails with 100 percent of the proceeds going to the Global Fund which helps finance programmes that provide prevention, treatment, counselling and HIV testing in Africa.
Each hotel will also participate in unique fundraising events and activities, including film screenings at W London Leicester Square, and a pop-up (RED)-inspired fashion installation at W Paris. W hotels in London, Paris and Verbier will also offer (RED) room upgrades and packages, bookable at www.whotels.com, providing guests the opportunity to support (RED) while also receiving perks such as in-room amenities and the iconic W bathrobe.
Jenni Benzaquen, Vice President, Luxury Brands, Starwood Hotels & Resorts – Europe, Africa and Middle East said, "We are excited and honoured to launch this collaboration with (RED) in Europe as we join forces in the fight against AIDS. This initiative gives our W hotel guests and locals the unique opportunity to raise money and awareness through signature W experiences.
"W Hotels and (RED) have a shared passion for music, entertainment and pop culture, making this collaboration truly meaningful and relevant for everyone involved. As we pilot this initiative in Europe this year, we hope to expand the collaboration more broadly in the years to come."
Zach Overton, COO at (RED) said of the partnership, "(RED) partners with many of the world's most iconic brands, and we are delighted to be teaming-up with W Hotels in support of World AIDS Day 2014. With an exciting programme of events, this collaboration will generate money to support the critical work of the Global Fund, and help get nearer the goal of delivering an AIDS-Free Generation."
To date, (RED) has generated more than $275 million for the Global Fund, with 100% of the money used to finance HIV/AIDS programmes on the ground in Africa. Every day 650 babies are born with HIV. Life-saving medication – which costs as little as 40 cents per day – can prevent a mother living with HIV from passing the virus on to her unborn baby. Ending mother-to-child transmission is one of the key milestones in the fight against AIDS and (RED) has raised more than $250 million for the Global Fund to fight AIDS to support the goal of an AIDS-free generation.