Shopathon to fight AIDS: Bank of America and (RED)
Bank of America and (RED) have been partners for seven years, a reflection of the bank’s commitment to solving the global health crisis of AIDS and in doing so advancing global community stability and economic mobility.
Bank of America is committed to raising $20 million to support (RED)’s mission to end AIDS. (RED) has generated more than $500 million for the Global Fund to fight AIDS, Tuberculosis and Malaria, to support HIV/AIDS grants in Ghana, Kenya, Lesotho, Rwanda, South Africa, Swaziland, Tanzania, and Zambia.
In 2017, Bank of America participated as the “Official Payment Provider of (SHOPATHON)RED,” running from November 20 through December 31, as a continuation of the 2016 “Shop (RED) Save Lives” campaign. The campaign encouraged shoppers to use their holiday purchases to join the fight against AIDS. During this year’s (SHOPATHON)RED, the program hub was on Amazon, bringing in a new partner and allowing consumers to seamlessly integrate the purchase of (RED) products into their holiday shopping experience.
To get the word out, the (SHOPATHON)RED banner ran on approximately 16,000 ATMs in the country, on a Times Square Billboard, in an email campaign and on social media—across Bank of America and (RED)’s social platforms including Facebook, Twitter, and Instagram. Celebrity Jane Krakowski was engaged to narrate Bryant Park’s Tree Lighting on World AIDS Day (December 1) and she made special appearances in the Bank of America pop-up shop. The program was launched on Jimmy Kimmel live, while several influencers promoted the program. On World AIDS Day, Amazon did a homepage takeover for (RED) and (SHOPATHON)Red, driving even more customers to participate and trigger a Bank of America donation. Employees were engaged by shared communications through internal communications, and employees were encouraged to wear read on World AIDS Day, which raised an additional $24,000. Employees were also able to volunteer in (RED) gift wrapping events in local markets.
The 2017 donation goal of $1.5 million was met early, during the week of December 18. 940,000 impressions on Bank of America’s social posts on (SHOPATHON)RED launch day, along with 15 million World AIDS Day social impressions, 21 million potential social media impressions of Bank of America x (RED) posts across (RED’s Facebook, Twitter and Instagram, 33 million Bank of America mobile homepage impressions and a 47 percent engagement rate with Jane Krakowski Facebook video, exceeding the 2016 (SHOPATHON)RED Facebook video engagement by 27 percent showed that the program was saturating social media.