In partnership with the global charity (RED), their brand partners, eBay, Gilt, Omaze, Jimmy Kimmel Live, Scarlett Johansson and dozens of other celebrities, we created the (RED)Shopathon. A television and digital event with the simple goal of raising as much money and awareness as possible to end mother to child HIV/AIDS transmission in Africa. Turning the classic telethon on its head, the Shopathon encouraged people from around the world to participate by purchasing partner products and one of a kind celebrity experiences, with 100% of the proceeds going to fight AIDS. The Gates Foundation matched all funds raised.

In partnership with the global charity (RED), we created the first-ever (RED)Shopathon. The (RED)Shopathon, which kicked off on World AIDS Day, turned the classic telethon on its head: a unique, multi-channel approach to fundraising, including a star-studded TV special on "Jimmy Kimmel LIVE!" (Olivia Wilde, Bono, Matt Damon), and digital destination Gilt featuring custom (RED) products for sale (e.g., Converse sneakers, Gap teeshirts, Gretsch guitars, Sugar beauty products ), sweepstakes through Omaze for once-in-a-lifetime experiences with some of the world's biggest celebrities (George Clooney, Game of Thrones, Kim Kardashian, Matt Damon, Bono, Rick & Morty, Meryl Streep, Tom Brady, Snoop Dogg), and a jingle from Scarlett Johansson and Barry Manilow.

The (RED)Shopathon raised over 28 million dollars, with 100% of the funds going to end mother to child HIV/AIDS transmission. The partnership with Snapchat was the very first global filter for good, raising 3 million dollars from Snapchatters around the world using (RED) filters. In partnership with the Bill and Melinda Gates Foundation, Jimmy Kimmel Live and dozens of celebrities like George Clooney, Scarlett Johansson and Game Of Thrones participating and spreading the word, along with more than 2000 press outlets covering the program, the (RED) Shopathon became a massive global event on World AIDS Day, and received more than 1 Billion social impressions and overall, 6 billion media impressions.