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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).


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. 
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.   


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


(Campaign 1) “Smile with Kiehl’s” Instagram 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. 

Prizes: 
-Most number of likes to his or her photo win 1 x  Special Edition Kiehl’s Midnight Recovery Concentrate
-Most creative photo win 1 x Special Edition Kiehl’s Midnight Recovery Concentrate. 

Steps to join:
Step 1- TAKE a picture of a smiling child
Step 2- FOLLOW @KiehlsSG on Instagram
Step 3- UPLOAD to Instagram & tag #SmileKiehlsSG


(Campaign 2) 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. 

ABOUT KIEHL’S MIDNIGHT RECOVERY CONCENTRATE
Midnight Recovery Concentrate (30ml, $80) – a Kiehl’s customer favorite with 1 product sold every minute globally – is a potent concentration of botanical extracts specifically formulated to biologically replicate skin’s natural lipids for optimal skin repair throughout the night. This powerful concentrate is mineral-oil free and paraben-free. Affectionately referred to as “MRC” by Kiehl’s devotees, Midnight Recovery Concentrate is 99% naturally-derived and developed as an anhydrous (“water-free”), unconventional concentration of active botanical and essential oils that begin to work overnight to replenish lipids for a fresher and more radiant appearance by morning.   

ABOUT ALICIA KEYS

Alicia Keys is a 14-time Grammy® Award-winning singer/songwriter/producer, an accomplished actress, a New York Times best-selling author, an entrepreneur and a powerful force in the world of philanthropy and in the global fight against HIV and AIDS. Keys released her highly anticipated fifth studio album, Girl on Fire in 2012, which featured powerful anthems and intimate ballads led by Keys’ signature soulful voice, and personable and relatable lyrics. Keys collaborated with acclaimed and emerging talent, including Grammy® Award-winners Babyface, Maxwell and Bruno Mars, Superproducer and visionary Swizz Beatz, renowned writer and vocalist Jeff Bhasker, critically-acclaimed artists Gary Clarke Jr., and Frank Ocean, as well as emerging talent from the U.K., Emeli Sandé and Jamie XX.  The album debuted at #1 on the Billboard Top 200, #1 on Billboard’s R&B/Hip-Hop Albums chart and #1 on the Top Digital albums chart. In addition to being the best-selling R&B album in the U.S, Girl on Fire reached number one on the iTunes album chart in 19 countries. A devoted and influential philanthropist, Keys co-founded Keep a Child Alive (KCA), and serves as Global Ambassador for the non-profit organization. 

ABOUT KEEP A CHILD ALIVE
Keep a Child Alive, co-founded in 2003 by Keys along with activist Leigh Blake, believes that every person has the right to health care and deserves a future. Keep a Child Alive supports innovative, community-led responses that increase access to life-saving HIV care and treatment, nutritious food, and loving support for children and families living with and affected by HIV.  To date, Keep a Child Alive has provided services to over 300,000 children and families and currently supports nine, innovative community-based partners in Kenya, Rwanda, South Africa, Uganda, and India. With Alicia Keys as Global Ambassador, Keep a Child Alive uses its voice to raise awareness, mobilize people to take action, and rally resources in the global response to HIV.

ABOUT ACTION FOR AIDS
Formed in 1988, Action for AIDS (AfA) is a voluntary community based organization and a registered charity since 7 October 1994. It has been registered as Institutions of Public Character (IPC) under the Ministry of Health from 15 December 2004. Their objectives are to provide support and assistance to persons living with HIV and AIDS (PWAs); to increase awareness, education and understanding of AIDS and HIV infection; to combat discrimination and stigmatization of (PWAs) and their loved ones; and to encourage AIDS-related research activities in Singapore. The organization is run for the most part by volunteers. Various support and welfare programmes are run for people living with HIV/AIDS and their loved ones. AfA is funded through donations from various agencies, private individuals, foundations, and businesses both large and small.

ABOUT PROFESSOR ROY CHAN
Roy Chan is a dermato-venereologist, He received his medical training at the University of Singapore and post-graduate training from the UK and USA. He is the President of Action for AIDS, an NGO he started in 1988. He is also the Director of the Singapore National Skin Centre, and Programme Manager of the National STI Control Programme.


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