From Didier Drogba to Maria Sharapova to Kobe Bryant, some of the world’s leading athletes have joined forces in the global fight against AIDS/HIV in Africa. Nike’s (RED) lace campaign aims to raise money for the fight against AIDS/HIV with the proceeds from a special set of red laces.
The Lace Up Save Lives Campaign began in 2009 and harnesses the power of consumerism to save lives in Africa.
After one purchases (NIKE)RED laces Nike then:
Contributes 100% of its profits from the sale to the Global Fund and to sport for development programs in Africa like Grassroots Soccer
Funds are also provided to the Global Fund to finance HIV/AIDS programs that purchase Antiretroviral (ARV) medication, training, equipment, and facilities in Africa.
The Tied Together event was a 120 hour relays involving hundred of thousands of volunteers in New York, London, Milan, Berlin and Paris.
The goal was to spread awareness about the Lace Up Save Lives campaign and help people realize the simple ways that they can help AIDS in Africa.
About (RED)
Launched in 2006, (RED)’s goal is to work with some of the world’s most iconic brands to create exclusive merchandise.
A significant portion of the profits from these activities go to the Global Fund to invest in HIV/AIDS programs in Africa.
Since its inception (RED) has raised over $150 million for the Global Fund.
Ontwerp:
Brand Design Europe
Uitvoering
Een prachtig boek met diverse veredelingstoepassingen: matlaminaat, spot uv-lak, preeg, dispersielak. Het omslag werd gekartoneerd en voorzien van linnen band. Het binnenwerk gedrukt in full colour plus pms-kleur op Profijt (hv ongestreken) en silk mc. Voor het binnenwerk werden twee verschillende dispersielakken gebruikt: één voor ongestreken papier en één voor gestreken papier, die bovendien geschikt is om daarna nog te voorzien van uv-lak. Door de silk-achtige uitstraling van de dispersielak glanst de uv-lak die daarover heen gedrukt is als een spiegel!
Bijzonderheden
Preeg en spot uv-lak
Linnen rug