To mark World AIDS Day, ONE and (RED) are teaming up for the first time ever to launch an interactive digital quilt to raise awareness around the epidemic, with the aim of ending mother to child HIV transmission by 2015.
Developed by @radical.media, "the 2015 quilt extends the legacy of community and caring that defined the original NAMES Project AIDS Memorial Quilt started in 1987," according to CCO James Spindler.
On 2015Quilt.com, anyone can design their own quilt, adding words, images (from Facebook) and then make a pledge -- either to ONE or to (RED). They can then share their panels over social media. Celebs like Tom Brady, Gisele Bundchen and Zach Galifianakis are also creating panels.
In the future, @radical.media wants to extend the reach of the panel. This Thursday, MTV's Times Square billboard will be given up to the quilt, to show panel submissions in real-time, said James Calhoun, @radical.media's exec. producer.