Brands take to social to show extra support for World AIDS Day

Companies, organizations, and the federal government are going red for the 26th World AIDS Day to highlight the global health crisis at home and around the world.

WASHINGTON: Companies, organizations, and the federal government are going red for the 26th World AIDS Day to highlight the global health crisis at home and around the world.

Social media played a major role throughout the day on Monday, where accounts like The Huffington Post and Bank of America swapped out respective Twitter avatars in support of the day. Bank of America and Starbucks, among other brands, are also pledging donations for specific retweets.

Twitter itself joins the ranks for companies working with advocacy organization RED to combat AIDS.

Celebrities plan to lend their support tonight, ahead of Monday Night Football.

The White House hosted and live-streamed a World AIDS Day event on the premises, and another video was posted online of President Barack Obama talking about "finishing the job." A giant red ribbon – the symbol of the AIDS crisis – hung outside the White House in commemoration of the day.

The 2014 ONE AIDS Report released on Monday announced the "beginning of the end of AIDS," which means "more people were added to life-saving AIDS treatment over the past year than the number of people who became newly infected with HIV," per the report.

The ONE campaign is the sister organization to RED, according to Ari Goldberg, press secretary for ONE.

"Progress is very fragile," said Goldberg. "It’s like getting to the halfway point of a marathon – you can’t just stop and assume you’ll finish."

On Tuesday, ONE director of global health policy Erin Hohlfelder will participate in a Twitter chat to coincide with an ABC News story on the site, he said. Hohlfelder was also interviewed by Reuters, and the story went out to a global audience over the wire service. The organization will continue to pitch interviews across media as the effort to combat AIDS "is more than a one-day news story," said Goldberg.

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