Alessi is proud to continue the partnership with (RED) to raise money and awareness for the Global Fund to fight AIDS. The partnership launched in June 2015 and since then, the contribution made to the Global Fund from the sales of the Alessi (PRODUCT)RED Special Edition Collection was enough to provide more than 118,000 days of life-saving treatment to people with HIV.
For 2016, Alessi is once again supporting the EAT (RED) DRINK (RED) SAVE LIVES campaign which runs the month of June. Led by Chef Mario Batali and supported by more than 50 leading chef Ambassadors worldwide, the campaign rallies the culinary world around the goal of delivering an AIDS Free Generation, with Michelin-starred restaurants, food trucks and everyone in between offering special (RED) menu items during the month.
Each weekend in June, (RED) is participating in Smorgasburg, the Brooklyn based food showcase featuring over 100 local and regional vendors to upwards of 10,000 visitors daily every Saturday and Sunday from April through November. Alessi will join (RED) in the Smorgasburg lounge areas. When visitors enter the lounge and get their photo taken with the Alessi (PRODUCT)RED Anna G. and Alessandro M. images and then post on Instagram with #AlessiRED, they will receive a 10% discount on the purchase of an Alessi (PRODUCT)RED at one of the two Alessi stores in New York (Soho: 130 Greene Street & Madison: 30 E. 60th Street). Customers show the picture they posted to the store associates in order to receive the discount.
To date, (RED) has generated more than $300 million for the Global Fund to support grants which have impacted more than 60 million people with prevention, treatment, counselling, HIV testing and care services.