Apple is teaming up with the charity RED to launch a two-week campaign across its app, retail and online stores to raise money to help fight HIV/AIDS and has recruited 25 top appmakers to help.
All proceeds will be donated to the Global Fund to be used in providing antiretroviral drugs and treatment to those suffering from AIDS, USA Today reports.
“We’ve been involved with RED from the beginning and have raised $75 million, but we were convinced there was an opportunity to get people to rediscover this cause,” said Apple’s senior vice president of software and services, Eddy Cue.
The appmakers taking part in the campaign have modified parts of their products to include new RED-themed features. For example, customers who buy Clash of Clans can unlock RED gems and those playing FIFA 15 Ultimate Team can complete in a RED tournament.
Apple’s campaign will run from Nov. 28 to Dec. 7, and customers who purchase one of the 25 apps during the two weeks will see all of their money for the app donated to the charity. The money spent on any upgrades will also go to fight HIV/AIDS.
More Must-Reads From TIME
- Why We're Spending So Much Money Now
- The Fight to Free Evan Gershkovich
- Meet the 2024 Women of the Year
- John Kerry's Next Move
- The Quiet Work Trees Do for the Planet
- Breaker Sunny Choi Is Heading to Paris
- Column: The Internet Made Romantic Betrayal Even More Devastating
- Want Weekly Recs on What to Watch, Read, and More? Sign Up for Worth Your Time
Write to Helen Regan at helen.regan@timeasia.com