A Fashion Ribbon With a Double Agenda: Kenneth Cole Reinterprets the AIDS Ribbon in Partnership With the MTV Staying Alive Foundation and amfAR

NEW YORK, Nov. 4, 2011 /PRNewswire/ -- Fashion designer and Chairman of amfAR, Kenneth Cole, has partnered with MTV Staying Alive Foundation and amfAR on the reinterpretation of the iconic AIDS ribbon.  Designed to commemorate the discovery of the virus 30 years ago, and to ignite a new wave of awareness about the pandemic with the next generation, 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.  

(Photo: http://photos.prnewswire.com/prnh/20111104/NY00124 )

(Logo: http://photos.prnewswire.com/prnh/20111101/MM98089LOGO )

The ribbon will be supported by a provocative celebrity PSA campaign entitled "COME TOGETHER." The campaign, which will air on MTV channels worldwide in November and December, will feature 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.

Viewers inspired to get involved or learn more about the campaign will be encouraged to visit MTVComeTogether.com, where they can learn important facts about HIV prevention, purchase the new double ribbon, donate, upload photos of themselves wearing the ribbon or discuss the issues.   They can also follow the campaign on twitter @MTVComeTogether or on Facebook facebook.com/mtvcometogether.

"By partnering with the MTV Staying Alive Foundation and amfAR on the creation of this campaign, we have come together to cultivate a call-to-action that raises awareness about HIV/AIDS among the younger generation," says Kenneth Cole.  "The COME TOGETHER public service announcement is intended to provoke the critical dialogue needed to eliminate the devastating results from the stigma associated with the disease, as well as promote the importance of safe sex."

"The MTV Staying Alive Foundation began with a simple vision – to empower and educate young people engaged in fighting the stigma, spread and threat of HIV," said Georgia Arnold, Executive Director of the Staying Alive Foundation.  "The COME TOGETHER campaign will allow us to educate even more people about the importance of prevention in tackling this epidemic, and enable us to provide even more grants to grassroots projects in our bid to beat this disease."  

The ribbons will be on sale beginning November 4 through December 31, with 100% of net profits 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 will be 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.

*Net profits from sales of the ribbon will be split between the MTV Staying Alive Foundation and amfAR.

The campaign is looking to social media and online influencers to help spread the word to their readers and followers. To mark 30 years of AIDS, 30 bloggers will show their support by sharing an image with the reinterpreted ribbon on their blogs and social channels. Additionally, blogger Jamie Beck of Fromme-toyou, known for taking the concept of animated photography to a whole new level, will share a cinemagraph of Kenneth Cole wearing the ribbon on her blog.

ABOUT AWEARNESS

AWEARNESS, The Kenneth Cole Foundation, promotes, encourages and inspires positive and meaningful social change, and supports like-mined individuals to make a difference. As part of each partnership, we create products and host events in support of their important causes, and select a "Change Agent" to share their story of social activism to help educate and inspire others to get involved. Interviews and products can be seen on the AWEARNESS website www.awearness.com.

ABOUT MTV'S STAYING ALIVE FOUNDATION

MTV Staying Alive is a global grant-giving and content-producing public charity operating in affiliation with Viacom International Media Networks.  In 1998, MTV launched the Staying Alive TV series, which grew to be the world's largest multimedia HIV prevention and awareness campaign for young people, including documentaries, dramas, public service announcements, websites, events and forums. In 2004, the MTV Staying Alive Foundation was created, expanding the initiative in to a charitable, grant-giving organisation to support youth-led initiatives committed to stopping the spread of HIV in local communities. To date, the Foundation has awarded 304 grants in 61 countries across the world, distributing over $3 million.  The MTV Staying Alive Foundation is dedicated to fighting stigma and discrimination and empowering young people to protect themselves against the disease.  The MTV Staying Alive Foundation is registered as a UK charity and as a 501c3 charitable organisation in the US. For more information log onto http://stayingalivefoundation.org and http://staying-alive.org

ABOUT amfAR

amfAR, The Foundation for AIDS Research, is one of the world's leading nonprofit organizations dedicated to the support of AIDS research, HIV prevention, treatment education, and the advocacy of sound AIDS-related public policy. Since its founding, amfAR has invested nearly $325 million in its programs and has awarded grants to more than 2,000 research teams worldwide.

SOURCE Kenneth Cole Productions