(RED)RUSH TO ZERO Campaign

The (RED)RUSH TO ZERO campaign website, designed and built by Lightmaker is an extension of the long standing partnership between (RED) and Lightmaker. The (RED)RUSH TO ZERO campaign is taking place June 1-10, 2012, to raise funding and awareness to help deliver an AIDS Free Generation by 2015, a critical milestone in the fight against AIDS. The campaign consists of a series of in-person and digital events and experiences involving brands, celebrities, gamers, music fans and consumers around the world.

“The world is at a historic moment in the fight against HIV/AIDS, with the opportunity to end mother-to-child transmission of HIV and take a critical step toward defeating this global pandemic,” said Deborah Dugan, CEO of (RED). “We will only get over the finish line if we create new funding opportunities and new ways to keep people engaged and energized– (RED) will do its part by bringing business, culture, sport, and empowered women together to help empower other women and their children by ensuring that the next generation is born HIV free.”

The (RED)RUSH website built on the WordPress platform serves as a hub and gateway for advocate engagement. Through the site people can gain access to key campaign components such as (RED)RUSH Games, a global video game tournament; the (RED)Music program, allowing fans to buy (RED) tickets from major artists and iconic venues to turn their shows (RED); and the Cash & Rocket (RED)Tour, a fundraising road trip across Europe.

(RED) has also partnered with Starbucks, Bugaboo and Penfolds to raise funds to help fight aids in an innovative way during (RED)RUSH TO ZERO. Leveraging the foursquare API, Lightmaker implemented social fundraising in the largest non-profit campaign foursquare has been involved with to date. For every person that “Checks-in” via foursquare at any Starbucks in the US and Canada, select Bugaboo retailers or any Bonefish Grill in the US the companies will contribute $1 towards the fight. A search function was developed by Lightmaker to allow users to easily find the closest location to “Check-in” based on zip / postal code. As an added form of engagement those who check in at any Starbucks location during the campaign can see their action count instantly via a pie chart that calculates Starbucks’ contributions in real-time up to their $250,000 goal.

For more information about the (RED)RUSH TO ZERO campaign visit these links:

(RED)  - Official (RED)RUSH TO ZERO Press Release

Tech Crunch – (RED): Starbucks to Donate $1 for Every Check-In in FourSquare’s Largest Non-Profit Campaign Yet

Insider – Donation by Action: Starbucks to donate $1 for Foursquare Check-Ins to Fight AIDS with (RED)