'Hairdressers Against AIDS' Launches in U.S. on World AIDS Day 2010

Hairdressers Aim to Reach 110 Million Americans in 2011

Dec 09, 2010, 15:57 ET from Bratskeir & Company

NEW YORK, Dec. 2, 2010 /PRNewswire/ -- Five Hundred hairdressers from across the country took to the streets of New York City on December 1st -- World AIDS Day 2010 -- to launch 'Hairdressers Against AIDS' in the United States. Hairdressers Against AIDS is a global advocacy program that aims to empower the entire industry of hairdressers and salon professionals to use their unique relationship with their clients to become a resource to interact, educate and help prevent the spread of HIV. Hairdressers Against AIDS (U.S.) is sponsored by The L'Oreal Fondation D'Enterprise in partnership with the United Nations Educational, Scientific and Cultural Organization (UNESCO) and the Global Business Coalition on HIV/AIDS, TB and Malaria (GBC), and is believed to be one of the largest HIV/AIDS mobilization campaigns in U.S. history.

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On World AIDS Day, after being trained and educated about HIV/AIDS at the United Nations by experts from UNESCO, the U.S. Centers for Disease Control and Prevention (CDC), the U.S. Department of Health and Human Services and the Global Business Coalition, the army of hairdressers launched the campaign in New York City.  Using Flip Video™ camcorders and video booths located throughout Manhattan, hairdressers engaged people to record messages about HIV/AIDS. These videos were streamed to Times Square billboards as well as the campaign Facebook page and website: http://www.hairdressersagainstaids.com. The campaign encourages all participants to "Use Your Voice, Use Your Power, For A Beautiful World Without AIDS."

In 2011, Hairdressers Against AIDS will rollout to salons across the country with the goal of inspiring stylists to generate awareness about the HIV/AIDS epidemic. Hairdressers will model the conversation activation from December 1, 2010, taking it to their salons, encouraging stylists and their clients to join the conversation. Along with having access to educational kits designed for salon professionals, the program website will be a resource that enables users to share their personal HIV/AIDS awareness message via video streaming, while also offering data and webtools provided by the campaign's U.S. government and NGO partners. With 500,000 hairdressers in the L'Oreal Professional Products Division salon network, who see an average of 20 million clients per week, this campaign has the opportunity to reach more than 110 million Americans per year through the L'Oreal network alone.

For more information, and to Use Your Voice, Use Your Power, For A Beautiful World Without AIDS, please visit www.HairdressersAgainstAIDS.com.


Rita Larchar



SOURCE Bratskeir & Company