To support the global (RED) anti-AIDS movement, Coca-Cola has launched a dance-focused campaign, inspiring consumers to dance for health of others. The effort started ahead of World AIDS Day, December 1, #CokeREDMoves, encourages both amateur and professional dancers from across the globe to record the Coke dance performance and send it in—all to generate more donations to help end mother-to-child transmission of HIV by 2015.
The campaign, launched on October 31, is rolling out on the Thump.Vice page. Coca-Cola has teamed up with Harry Shum, Jr. of Glee fame, popular dance team Jabbawockeez, Jasmine Meakin from “Mega Jam,” Nappy Tabs, Tyanna Padilla aka “Tiny Miney,” Brian Puspos and Ian Eastwood, 8 Flavahz, and Les Twins to kickstart the global movement. Shum and the Jabawockeez have developed a simple, but engaging and simple-to-learn dance that is featured in the launch video and can be repeated by participant from all across the globe.
Users are encouraged to download the track Celebrate by Empire Of The Sun & Tommy Trash, created exclusively for (RED), for free from the dedicated page and then upload a short video of them dancing on YouTube or Instagram using #CokeREDMoves as the video’s title or hashtag. The soft drinks brand has committed to donate $25 for each video in the first 1000—the total donation is set at $25,000. This money is worth more than 60 days of life-saving medicine for a HIV-positive person. This sum will add up to the $1 million donated by Coca-Cola to the Global Fund to support HIV/AIDS programs in Africa.
The dance theme of the #CokeREDMoves syncs with Coca-Cola’s ongoing global campaign aimed to inspire people to adopt active lifestyles and move more, particularly in dance. Earlier this year, the brand launched “The Calorie Dictionary” spot to demonstrate how many calories can be burnt during “5 extra minutes of” various daily activities—dancing is not on the list, but it’s widely known that it really helps become fit.
This year, the (RED) movement gathered a range of individuals and businesses under its banner, which resulted in a series of (RED) collections with a philanthropy twist—some fixed fee or percentage of the proceeds goes to support (RED) initiatives. The red-colored ranges include the luxury items from the (JONATHAN ADLER) RED Holiday Capsule Collection, the (KIDROBOT X KEITH HARING) RED collection of five amazing and surprising conceptual art pieces, a range of Starbucks seasonal drinks, and more.