Redken Corta AIDS
During the development and creation phase of the Keith Haring Selected Works Exhibitions, it was important to us to have parallel activations for HIV and AIDS awareness. L’Oréal and Litmedia have long been advocates for HIV awareness, and together with the blessing of the Keith Haring Foundation, we organized Redken Corta AIDS.
Redken salons nationwide held cut-a-thon to raise money for Viva Cazuza -- an orphanage for children born with or orphaned by the virus. 100% of the proceeds were donated to the organization started by Cazuza’s mother.
Redken Corta AIDS was also linked to the publication of O Livro da Vida (The Book of Life), which contains 10 diverse stories of people living with the virus, as well as resources for free HIV tests and assistance all over Brazil. The book of life was conceptualized by Litmedia, and was edited with help of our dear friend Adrian Pimblott.