Time has opened new roads toward hope and research, but HIV and AIDS remain very real threats to countless souls. 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.
The double ribbon will be worn by some of the hottest celebrities including Ke$ha, Sarah Jessica Parker, Cyndi Lauper, Estelle, Skylar Grey, Cheyenne Jackson and Rose McGowan in a PSA airing on MTVworldwide.
The cause is being spread across the digital realm: 30 bloggers including 9 to 5 Chic and Born & Bread showed their support by sharing a picture wearing the double ribbon on their blogs, and blogger Jamie Beck of From Me To You, known for taking the concept of animated photography to a whole new level, shared a cinemagraph of Kenneth Cole wearing the ribbon on her blog.
The ribbon will be sold through Dec. 31 and 100% of net profits go to AWEARNESS, the Kenneth Cole Foundation in support of the MTV Staying Alive Foundation and amfAR, The Foundation for AIDS Research, at Kenneth Cole retail and outlet stores in the U.S., Latin America, Israel, the Philippines and Kennethcole.com; Bloomingdale’s nationwide and Bloomingdales.com; Gilt Groupe; and House of Fraser in the UK.
This isn’t the first instance of stars coming out for the tremendous cause of AIDS awareness. Annie Lennox was named the Goodwill Ambassador for UNAIDS, the United Nations foundation on HIV/AIDS awareness in 2010; and Will Smith, Queen and Lennox appeared at Nelson Mandela’s 46664 concert event to raise awareness and money for South African women suffering from HIV/AIDS that same year.