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Apple Launches Two-Week RED Campaign to Help Fight HIV/AIDS

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A red ribbon is put on the sleeves of a man by his friend to show support for people living with HIV during a program to raise awareness about AIDS on World AIDS Day in Kathmandu
A red ribbon is put on the sleeves of a man by his friend to show support for people living with HIV during a program to raise awareness about AIDS on World AIDS Day in Kathmandu on Dec. 1, 2013Navesh Chitrakar—Reuters
By Helen Regan

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.

[USA Today]

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Write to Helen Regan at helen.regan@timeasia.com