KIEHL’S PARTNERS WITH ALICIA KEYS AND ACTION FOR AIDS (AFA) ON NEW FUNDRAISING INITIATIVE

For every bottle of Limited Edition Midnight Recovery Concentrate sold, SGD$5 will be donated to Action for Aids (AfA).

January 15, 2013 –  Kiehl’s Since 1851, 14-time Grammy Award winning artist and philanthropist Alicia Keys, and Keep a Child Alive, the organization Keys co-founded in 2003, are partnering to bring dignified treatment, care and support to children and families affected by HIV. Beginning 1 January 2014, Kiehl’s will begin selling a special edition of their Midnight Recovery Concentrate with 100% of the proceeds, up to $200,000, benefiting Keep a Child Alive globally.

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Locally, Kiehl’s Singapore is partnering with Action for Aids (AfA), a non-governmental organization (NGO) committed to AIDS prevention, advocacy and support. From 1 January 2014, for every bottle of Limited Edition Midnight Recovery Concentrate sold, SGD$5 will be donated to AfA. The limited edition bottle includes a special charm and an important call to action from Alicia Keys to, “Join our movement,” echoing her continued drive to encourage everyone to use their voice for change and make a difference in the fight against AIDS.

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Kiehl’s Singapore will be taking a step further to raise more funds and HIV awareness in the following campaigns:

(1)   “Smile with Kiehl’s” Facebook Photo Contest

In this campaign, Kiehl’s will be collecting photos of “smiles from children”. Through this campaign, Kiehl’s Singapore hopes that each smile can brighten and inspire the lives of the mothers and children. For every photo submission to Instagram with #SmileKiehlsSG from 3rd to 31st January 2014, SGD$0.50* will be donated to AfA. Participants are encouraged to garner Instagram likes for their photo to show their support towards AfA, the mothers and the children. One special edition Kiehl’s Midnight Recovery Concentrate will be awarded to the participant with most number of likes to his or her photo

One other participant with the most creative photo will also walk away with the special edition Kiehl’s Midnight Recovery Concentrate. *Limited to 2000 photos.

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Steps to join:

1)     TAKE a picture of a smiling child

2)     FOLLOW @KiehlsSG on Instagram

3)     UPLOAD to Instagram & tag #SmileKiehlsSG

This is my contribution to Kiehl’s Campaign when we brought the less fortunate kids to visit Bollywood Veggie

instagram #SmileKiehlsSG

(1)   Island-wide “Join the K Movement” Fund Raising

In collaboration with AfA, Kiehl’s volunteers will carry out an island-wide fund raising campaign to raise even more funds and awareness. In appreciation of each donation made, a Kiehl’s Midnight Recovery Concentrate sample packet will be given to each donor.

The funds collected will contribute to financial assistances schemes under HIV + Pregnant Mothers’ Fund. This fund was set up to assist pregnant HIV+ mothers with Highly Active Antiretroviral Therapy or HAART during the pregnancy. This treatment helps to prevent mother-to-child transmission of HIV and has been proven to be successful in an overwhelming number of cases. Funds will also be channeled to assist diagnosed HIV+ children under 12 years old to seek immediate medical treatment.

Professor Roy Chan, President of AFA shares, “We welcome this partnership with Kiehl’s and their continued commitment to the community. Such partnerships will help in the eradication of HIV in Singapore. The project ‘Keep a Child Alive’ will do just that, the funds they raise will help prevent mother-to-child transmission and support children already living with HIV. We are proud to partner Kiehl’s in their awareness and fund-raising efforts and we trust that our partnership will continue into the future.”

“Kiehl’s has a longstanding heritage of working to fight the HIV/AIDS epidemic with our work beginning in the 1980’s, when it was taboo to even talk about the disease.  Just in the past 10 years, we have raised more than $2,500,000 for the cause,” shares Cheryl Vitali, Kiehl’s Worldwide General Manager.  “We are proud to continue this important philanthropic work with Keep a Child Alive, an effective, on-the-ground, organization built on the foundation that every person has the right to health care and that all children deserve a future.”

While great advances in the treatment of HIV/AIDS have been made in the past decade—with 54% of adults now getting treatment in low and middle income countries compared to the 0.13% ten years ago—AIDS remains one of the world’s most serious health challenges. Statistics also show that without HIV treatment, half of the children living with HIV will die by the age of two, and 80% by the age of five. Over 16 million children have been orphaned due to AIDS globally.  As the startling statistics above make clear, there is still a lot of work to do to help children and families whose lives continue to be dramatically impacted by the virus.

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