Apple sees (RED) in time for World AIDS Day
Apple Inc. has allied it
Apple has worked with (RED) in raising charitable donations towards providing relief for HIV/AIDS sufferers in the past. This time around it's more than just a bright red-colored Apple logo at its retail stores but a fully-fledged campaign to encourage charitable donations.
Apple will be t aking a portion of its proceeds from all sales between December 1 and December 7 and donating it to the Global Fund, the international bank that keeps donations made on behalf of (RED) until they can be used to purchase and distribute much-needed medicine for individuals diagnosed with HIV/AIDS in developing countries. One of (RED)'s biggest campaigns is to provide retroviral therapies to pregnant women with AIDS in order to prevent the HIV virus from passing on to the child in utero; the charity says around 650 children a day are born with HIV as a result of not having been exposed to these retroviral treatments.
Apple isn't just putting aside a portion of its hardware sales this holiday season, though. It has partnered with several different app developers in order to ensure that a proportion of the sales of any in-app purchases from these developers will be donated to (RED) as well. This promotion will also run until December 7.
The Cupertino, California based company is hoping that this will encourage customers to make additional purchases both of Apple hardware and of in-app purchases in the App Store in order to drive donations even higher for (RED). The Global Fund announced in April that it had reached $70 million in donations through (RED), marking a major milestone for the charity effort.
According to the World AIDS Day website, there are more than 34 million people around the world currently living with HIV and AIDS. While there is currently no vaccine or cure for the illness, many individuals that have been diagnosed with HIV or AIDS have been able to lead full, rewarding lives thanks to modern medical treatments; however, many others with AIDS or HIV who live in developing countries have not had such an opportunity.
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