(RED) Room to increase HIV/AIDS awareness in Africa during GRAMMY Awards
GRAMMY.com
Gap has partnered with The Recording Academy to unveil the first ever (RED) Room backstage at the 49th Annual GRAMMY Awards on Feb. 11. The transformation of the traditional Green Room into a (RED) Room is in honor of (PRODUCT) RED, the groundbreaking initiative recently introduced by Bono and Bobby Shriver to help eliminate AIDS in Africa.
The (RED) Room will feature plush red couches, natural fiber fabric walls, stainless steel accents, custom made pillows emblazoned with inspirational (RED) words and Gap (PRODUCT) RED fashions. The (RED) Room is not only the place to be backstage, but it also communicates a greater meaning and purpose to everyone who will pass through its doors, because it encourages people to get involved in the fight against AIDS.
"Bono and I are thrilled that the first ever (RED) Room calls attention to the world’s worst healthcare crisis in history," said Bobby Shriver, CEO and co-founder of (PRODUCT) RED. "Gap and all of the (PRODUCT) RED partners have made this fight their own. In the nine months we've been in business, (PRODUCT) RED partners have generated more than $20 million for the Global Fund, which buys the anti-retroviral medicine for HIV positive Africans. We wish they could be there with all the great artists to celebrate their music and new lease on life."
"The music community is arguably one of the most socially conscious constituencies in the entertainment business," said Recording Academy President Neil Portnow. "The Recording Academy has a strong foundation in philanthropic efforts and has a history of using the spotlight that is on Music's Biggest Night to broadcast important messages to the world. This is a terrific partnership with Gap and (PRODUCT) RED for an urgent and global initiative."
Throughout GRAMMY Week and during the 49th Annual GRAMMY Awards, some of the biggest names in the music industry will visit the (RED) Room. This is "the" room where performers such as Justin Timberlake, Beyoncé, Dixie Chicks, Red Hot Chili Peppers, Carrie Underwood, and many more will be warming up their voices as they prepare to take the stage. This is also where performers and recording professionals will learn more about and have the opportunity to embrace (PRODUCT) RED.
"We're thrilled to be teaming up with The Recording Academy to help spread the word about Gap (PRODUCT) RED to the passionate and dedicated community of musicians and recording professionals attending this year's GRAMMY Awards," said Julie Alonso, Gap senior director of partnerships.
Eradicating AIDS in Africa is one of the most critical global crises we're facing today. (RED) was created by Bono and Bobby Shriver to address this emergency head on by raising awareness and money for The Global Fund, one of the world's leading funders of programs to fight AIDS. As part of Gap's global partnership with (PRODUCT) RED, half of the profits from sales of the Gap (PRODUCT) RED Collection go to The Global Fund to finance programs that help women and children affected by HIV/AIDS in Africa.
(PRODUCT) RED provides a unique opportunity for consumers to help make a real difference in people's lives. The Recording Academy has a long history in supporting cultural enrichment, advocacy, education and human services programs so it's a natural fit for Gap to partner with The Recording Academy to help increase awareness about a human service initiative as important as (PRODUCT) RED.
For more information about Gap (PRODUCT) RED, please visit www.gapinc.com/red. Please check out JoinRED.com for more information about (RED). Tune in to the 49th Annual GRAMMY Awards on Sunday, Feb. 11, at 8 p.m. on CBS.
