Today marks the 27th annual World AIDS Day. It also happens to be #GivingTuesday, a global day dedicated to giving back. This year, in support of the long-standing partnership with (RED), The Coca-Cola Company will be participating in (SHOPATHON) RED, as well as an eBay auction featuring one-of-a-kind experiences.

(RED), a non-profit organization started in 2006 by Bono of U2 and Bobby Shriver to pave the way for an AIDS FREE GENERATION, was founded with a simple mission – to make it easy for people and businesses to join the fight against the deadly virus. The Coca-Cola Company proudly supports (RED) and the fight against AIDS.

In December 2011, The Coca-Cola Company announced a multi-year partnership with (RED) to raise awareness for the Global Fund to help deliver an AIDS FREE GENERATION by virtually eliminating mother-to-child transmission of HIV by 2020.

This year, Coca-Cola is offering three different items and experiences on (RED)’s sites as part of this effort. The first item, which is up for auction on eBay’s charity site, is the chance to Share a Coke™ and Lunch with the Chairman and CEO of The Coca-Cola Company, Muhtar Kent.

Muhtar Kent (RED) Shopathon
“This is such a pivotal time in the fight against AIDS, with real and sustained progress being made on multiple fronts. Coca-Cola has been a proud, longtime partner of (RED), and I’m excited to give my time to this great cause as we work to put an end, once and for all, to mother-child transmission of HIV,” said Muhtar Kent, Chairman and CEO of The Coca-Cola Company, “I really feel like the momentum has turned in this battle, and I’m honored to be able to help make a difference just by having lunch with someone who shares my passion for building a healthier, more hopeful future. I’m looking forward to meeting the auction winner and getting to know him or her during our time together."

This unique opportunity is a chance for budding entrepreneurs to learn from one of the best, for more established businesspeople to compare notes with Muhtar, or a chance for anyone with a particular interest in Coca-Cola to get the story straight from the top. The top bidder and their guest will win the ultimate Coca-Cola experience.

The second item, also up for auction on eBay’s charity site, is a rare, framed original film canister featuring a collage of original photos from the 1971 film shoot of "I'd Like to Buy the World a Coke". The iconic commercial, which was recently featured in the series finale of “Mad Men”, was created to spread hope during the Vietnam War, as social unrest spread throughout the country. There are less than 5 of these custom collector’s items in the world.

Finally, the last item, for purchase through (Shopathon) RED, is a unique 14oz Coca-Cola PRODUCT(RED) Tumbler. The tumbler, whose inner wall mimics the iconic Coca-Cola Contour Bottle, was created to celebrate 100 years of the Coca-Cola bottle.

Coca-Cola (RED) Tumblers

100% of the proceeds from these programs will go to the Global Fund to Fight AIDS with (RED), which supports HIV/AIDS prevention, treatment, counseling, HIV testing, and care services in 8 African countries: Ghana, Kenya, Lesotho, Rwanda, South Africa, Swaziland, Tanzania and Zambia. Additionally, any money raised in support of (RED) will be matched by the Bill and Melinda Gates Foundation.

To participate in the auctions and SHOPATHON, please visit www.red.org.