July 31, 2017
Charli XCX PSA Highlights Kiehl's LifeRide for amfAR
READ TIME: 4 MIN.
Since 2010, Kiehl's Since 1851, the venerable New York-based purveyor of fine quality skin and hair care, has used a fleet of motorcycles to make noise for AIDS awareness. This year, for its eighth annual Kiehl's LifeRide for amfAR, kicking off July 31-Aug. 7, Kiehl's and amfAR are focusing their messaging on the rise of HIV diagnoses in young people.
In a PSA launching July 19th, amfAR supporter Charli XCX will share key statistics about the status of the epidemic among the younger generation. View the full PSA at KiehlsNYC on YouTube.
"Nearly 40,000 people were diagnosed with HIV in the U.S. in 2015, and more than 40 percent were under the age of 30," said amfAR CEO Kevin Robert Frost. "We need to do a much better job of reaching young people in ways that empower them to make good decisions regarding the risks of HIV, particularly since 50 percent of HIV-positive young people don't know they're infected and can unknowingly pass the virus on to others."
Kiehl's LifeRide for amfAR is helping to advance the "Countdown to a Cure for AIDS", amfAR's research initiative aimed at developing the scientific basis of a cure by 2020. The proceeds from the 2017 Kiehl's LifeRide for amfAR will fund a specific grant to aid the research of Dr. Daniela Fera. Dr. Fera is the recipient of one of amfAR's Mathilde Krim Fellowships, which support bright young scientists seeking innovative solutions to HIV/AIDS.
She is reengineering HIV proteins so that they lose their protective shield and elicit a more effective response from the immune system. Her project could advance the search for both a vaccine and a cure. Dr. Fera is an accomplished scientist and teacher who has won several awards for her work in structural biology during her postdoctoral training at Boston Children's Hospital/Harvard Medical School.
Inspired by a Kiehl's icon, the motorcycle, its spirit of adventure and philanthropic heritage, Kiehl's LifeRide for amfAR took its first ride in 2010.
The eighth annual LifeRide continues the brand's mission to heighten awareness and raise funds for amfAR, and will ride from Minneapolis to Nashville over 8 days, July 31-Aug. 7, 2017.
Rallying with the public at nine store stops along the route, Kiehl's will donate a total of $100,000 over the course of the ride. At each stop, the public can meet the riders, social media influencers, learn more about amfAR and contribute to the non-profit.
At the conclusion of this year's ride, Kiehl's LifeRide for amfAR will have ridden more than 11,500 miles since 2010, and raised more than $1.7 million, funding nine cure-related research projects.
Chris Salgardo, President, Kiehl's USA and amfAR's Kevin Robert Frost will lead this year's riders:
Do your part!
Together, from all of these elements, and with the help of our friends, customers and riders, by the end of the eight annual LifeRide for amfAR, Kiehl's will have raised more than $150,000 in 2017, and more than $1,700,000 in total or amfAR via motorcycle rides and event donations since 2010. Join us on LifeRide... help amfAR make AIDS history.