Belvedere Vodka has partnered with John Legend in a new campaign called #MAKETHEDIFFERENCE, which aims to raise money to fight HIV/AIDS in Africa. Belvedere Vodka and the legendary artist have come together to create a limited edition bottle, designed by well-known Ndebele and South African artist, Esther Mahlangu. The bottle is currently being sold through Dan Murphy's with 50 per cent of the profits going to charity (RED).(You may also be interested in Aperol's partnership with Tennis Australia)
Belvedere is now in its fifth year working with the global fund, founded by artists Bono and Bobby to fight the deadly virus, which currently affects 37 million people across the globe. In working with (RED), Belvedere has raised enough money to provide 30,000 HIV-positive women with access to life-saving ARV treatment that stops the transmission of HIV to their babies.
In addition to the (BELVEDERE)RED bottle, John Legend is also featuring his new single 'Love Me Now' as part of the campaign. The song encourages people to "love now" and "give now" in the face of the uncertainty of tomorrow.
“I’ve always enjoyed working with (RED). When Belvedere presented this opportunity to help support a product that I would already buy and that was going to help save lives, I thought it was a great idea,” John Legend says of the campaign. “I was so excited when I saw Esther’s design for the bottle: I think it’s beautiful and it marries her esthetic with the esthetic of Belvedere; it connects it to the culture and to the people we’re trying to help.”
The #MAKETHEDIFFERENCE campaign is further supported through global advertising, digital activations and targeted efforts in on-premise venues and retail stores.
President of Belvedere Vodka Charles Gibb said, “Belvedere is delighted to continue the (BELVEDERE)RED campaign with the help of these passionate artists, who are as dedicated as we are to spreading awareness and being a part of the change to end the transmission of HIV from mother to child. Together, we can Make The Difference.”
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