The Coca-Cola Company announced a multi-year partnership with (RED) to raise awareness and money for the Global Fund’s efforts to virtually eliminate mother-to-child transmission of HIV by 2015.

Coca-Cola Company Red - Branding Magazine

The partnership includes an initial commitment of more than $5 million USD from The Coca-ColaCompany over the next four years. This commitment will fund marketing awareness campaigns activated through global Coca-Cola music initiatives and programs. As part of the $5 million USD contribution, a minimum of $3 million USD will be donated directly to The Global Fund to purchase anti-retroviral medicine and distribute literature.

“It’s encouraging to think that we could witness an AIDS-free generation during our lifetime,” said Muhtar Kent, Chairman and CEO, The Coca-Cola Company. “We’re proud to help this effort and believe it complements the current work we’re doing in many parts of the world to educate and prevent HIV/AIDS as well as provide support to people affected by this preventable and treatable disease.”

This new partnership complements the work The Coca-Cola Company and The Global Fund are already partnering on in Africa. The two organizations are leveraging insights from the Coca-Colasupply chain and route-to-market system to help improve access to critical medicines.

The Coca-Cola Company operates in 206 countries and is one of the largest employers in the world. The Coca-Cola system employs nearly 70,000 people in Africa, which is home to more than 60 percent of the world’s HIV-infected population.

The initiative from brands like Coke is very important. With their brand awareness they can get to the people and send the direct message to put all efforts for stopping transmission of HIV.