To build awareness and funds surrounding World AIDS Day, Snapchat has launched three geofilters in partnership with the Bill and Melinda Gates Foundation featuring phrases like “World AIDS Day” and “Join the Fight.”
When Snapchat users add these filters to their video today, $3 is raised for the World AIDS Day foundation. Companies are able to advertise via Snapchat with geofilters but in this case a charity is taking advantage of the feature.
The Bill and Melinda Gate Foundation plans to close donations once the geofilter has been used 1 million times. However the company plans to donate an additional $1 million if a music video featuring Jimmy Kimmel, Scarlett Johansson and Barry Manilow is played more than 333,000 times on YouTube.
Apple has also launched new (RED) branded products and accessories including an Apple Watch Sport Band, Apple Watch, iPhone 6s Silicone Case, Beats headphones, iPad cases, and more.
U2 frontman Bono and Bobby Shriver founded (RED) nearly a decade ago with the goal of creating a brand around Aids prevention. In the past, large companies like Nike, Starbucks and Twitter have participated in (RED)’s various campaigns.