Lokai Partners with (RED) to Support the Fight Against AIDS
The Lokai Bracelet Turns Red to Engage the Next Generation of Activists
NEW YORK, Dec. 1, 2016 /PRNewswire/ -- In honor of World AIDS Day, Lokai, a socially-responsible lifestyle brand representing the importance of finding balance along life's journey, announced a new limited-edition red-colored bracelet for (RED), on sale now.
The Lokai x (RED) bracelet, available through December 31st, 2016, is part of a multi-channel campaign from Lokai that is driving engagement and conversation around AIDS amongst a young audience, in particular the Lokai community – a generation that will shape the future, making it critical they understand how they can effect change.
Launched in partnership with (RED), a nonprofit organization committed to ending AIDS, one dollar of each Lokai x (RED) purchased through December 31st will support (RED)'s fight against the disease. In 2006, 1,200 babies were born every day with HIV. Today that number is down to 400, and with medication costing as little as 30₵ a day, we can see the end of mother-to-child transmission of HIV/AIDS by 2020. Lokai hopes to inspire its young followers to stand together to achieve a world without AIDS.
"Engaging young people in philanthropy has the potential to make a greater and longer-term impact," said Steven Izen, CEO & Founder of Lokai. "Through our partnership with (RED), we hope to educate and engage the next generation of activists to create an AIDS free generation."
Deborah Dugan, CEO, (RED), said: "The Lokai x (RED) bracelet is the perfect way for people to proudly express their support for the fight this coming World AIDS Day, and beyond. We are so thankful to the entire Lokai team for bringing more young minds and activists in the fight, and for the money they will generate to get us closer to ending AIDS once and for all."
The integrated campaign is built on collaborations with various HIV/AIDS stakeholders. Lokai is working hand-in-hand to educate its community across all platforms:
EVERYDAY AFRICA
Lokai has teamed up with Ghanaian photographer Nana Kofi Acquah of Everyday Africa, a collective that uses photographs of everyday life in Africa to transcend media-driven stereotypes that depict Africa as a place overrun by poverty, war and disease.
Taking inspiration from the popular #fromwhereistand conversation on Instagram, Nana will capture and share images of the (RED) x Lokai against the backdrop of Africa. Nana's photos will illustrate that from where the community stands right now, a future without AIDS is achievable. Throughout the month, Lokai followers also will be encouraged to share their #fromwhereistand images, showing their personal perspectives of an AIDS-free future for a chance to win a photography kit curated by Nana for aspiring professional photographers.
ASHLEY ROSE MURPHY
Beyond Africa, AIDS is the number two killer of kids globally. Many younger people have little knowledge of this fact and Lokai is hoping to help change that. In December, Lokai is working with 18-year-old AIDS activist and Lokai Circle member Ashley Rose Murphy, who has been living with HIV since birth. Ashley uses her voice to educate young people about HIV/AIDS to help combat fear and stigma.
It is critical that young people all over the world are a part of the conversation. She and Lokai Founder & CEO Steven Izen will host a Facebook Live chat on December 14th to discuss the importance of AIDS education and drive the discussion forward.
VISUAL AIDS
Lokai also has joined forces with Kia Labeija and Shan Kelley, Artist+ Members from Visual AIDS, a contemporary arts organization committed to raising AIDS awareness and creative dialogue around HIV issues today – enlisting the artists to create a design that will educate and inspire activism for HIV/AIDS. Their designs and inspiration will be shared across Lokai's social channels.
The limited-edition Lokai will be sold exclusively at Lokai.com and in select retail stores for $18. The Lokai x (RED) partnership and information on the exclusive bracelet also will be available on red.org.
Since its launch in 2013, Lokai has raised more than six million dollars for a variety of non-profit organizations worldwide. The partnership with (RED) represents the newest chapter in the brand's ongoing commitment to give back. For additional information on Lokai's partnership with (RED), please visit Lokai's charity page.
About Lokai
Lokai is a socially responsible lifestyle brand that represents the importance of finding balance along life's journey. Cornell University Cum Laude Graduate, Steven Izen, founded the company in 2013, on the heels of a deeply emotional and transformative experience. Realizing that life is a cycle of highs and lows, he grew to appreciate the importance of remaining both humble and hopeful. The company infuses its trademark bracelets with elements sourced from the highest and lowest points on Earth – water from Mt. Everest and mud from the Dead Sea. The Lokai lifestyle is devoted to finding balance, sharing success during life's peaks and gaining perspective during lows. Lokai supports this message by donating 10% of their net profits to various charitable organizations. Since launching, Lokai is sold in over 160 countries. Please visit www.lokai.com for more information.
About (RED)
(RED) was founded in 2006 to engage businesses and people in the fight against AIDS. (RED) partners with the world's most iconic brands that contribute up to 50% of profits from (RED)-branded goods and services to the Global Fund. (RED) Proud Partners include: Apple, Bank of America, Beats by Dr. Dre, Belvedere, Claro, The Coca-Cola Company, GAP, Lokai, NetJets, Salesforce, SAP, Starbucks, Telcel. (RED) Special Edition partners include: aden+anais, Alessi, ALEX AND ANI, Fatboy USA, Fresh, Girl Skateboards, HEAD, Le Creuset, Live Nation Entertainment, Moleskine, Mophie, Piaggio and Wolfnoir.
To date, (RED) has generated $360 million for the Global Fund to fight AIDS, Tuberculosis and Malaria, to support HIV/AIDS grants in Ghana, Kenya, Lesotho, Rwanda, South Africa, Swaziland, Tanzania and Zambia. 100 percent of that money goes to work on the ground – no overhead is taken. Global Fund grants that (RED) supports have impacted more than 70 million people with prevention, treatment, counseling, HIV testing and care services.
(RED) is a division of The ONE Campaign. Learn more at www.red.org
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SOURCE Lokai
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