Just before Intagram rained on Vine’s parade last month, (RED) partnered with Mashable to create a new RecordSetter world record using the video app.
Posting ‘the most Vine videos ever recorded in 1 day for a cause’, the 24 hour initiative highlighted the power of social media, generating heat and awareness around the fight for an AIDS Free Generation.
Vine users were asked to post a 6 second video with the #REDworldrecord hashtag, and the record saw people across the globe – from Kenya to Thailand, and the UK to the USA – rally around the AIDS fight and post videos of support. Vine users including David Guetta, Paris Hilton, Dita Von Teese, Twitter co-founder Biz Stone, Olympic athlete Chellsie Memmel and top chef Mario Batali posted videos in support.
Following the success of the (RED) world record, a new partnership between (RED) and Johnson & Johnson will further highlight the power of social media to raise awareness and funds to help end mother-to-child transmission of HIV. From June 10th 2013, every time someone ‘tweets’, ‘likes’ or ‘pins’ an infographic depicting the progress made in the fight to protect the lives of mothers and babies, Johnson & Johnson will donate $1 to the Global Fund to fight AIDS, up to $100,000.
A selection of the Vine posts were shown on the NASDAQ Tower and Marquee Screen in New York’s Times Square, and can be viewed atwww.joinred.com/choosered/vine.