MTV Staying Alive Foundation has teamed up with amFAR, The Foundation for AIDS Research and fashion designer Kenneth Cole to launch a new double AIDS ribbon as part of MTV Come Together, a campaign that aims to fight with HIV and AIDS. The ribbon with a double loop symbolizes the coming together of individuals and the re-doubling of efforts in the fight against the disaster of our century.

Photo: a badge with the double ribbon, from theinspirationroom.com

‘Come together’ reminds of the previous MTV campaign ‘Chewing Gum’ that was launched in 2008 featuring a tagline ‘Every 12 seconds someone new gets the taste of AIDS’.

Celebrities Sarah Jessica Parker, Ke$ha, Estelle, Skylar Gray, Rose McGowan, Cyndi Lauper and Cheyenne Jackson support the new Come Together campaign appearing in a video spot wearing the double ribbon. The ‘Come Together’ video is airing on MTV channels worldwide now.

The online platform MTVComeTogether.com encourages visitors to learn about HIV prevention, purchase the new double ribbon, donate, upload photos of themselves wearing the ribbon or discuss the issues. Individuals can also use Twitter and Facebook to discuss and help spread the issue.

The ribbons can be purchased till December 31 to benefit AWEARNESS, the Kenneth Cole Foundation, in support of the MTV Staying Alive Foundation and amfAR. The ribbons are available for purchase at Kenneth Cole retail and outlet stores in the US, Latin America, Israel, the Philippines and KennethCole.com, Bloomingdale’s and Bloomingdales.com, Gilt Groupe, and House of Fraser in the UK.

Full Length PSA from mtv staying alive on Vimeo.