Kiehl‘s, the New York-based skin and hair care purveyor, tapped British singer and songwriter Charli XCX, to help spread awareness about the rise of HIV diagnoses in young people. Leading up to their 8th annual charity motorcycle benefit (July 31-August 7), Kiehl’s Liferide for amfAR, a foundation for AIDS research, shared a PSA starring the singer, titled PSA: 1.2 Million American Are Living with HIV/Aids. In the clip, the singer discusses key epidemic statistics, citing that now “1 in 5 diagnoses in the U.S are in young people, ages 25 to 24” and “each month, 700 new cases of HIV are diagnosed in people under the age of 25” (view the full video below).
“Nearly 40,000 people were diagnosed with HIV in the U.S. in 2015, and more than 40 percent were under the age of 30,” said amfAR CEO Kevin Robert Frost. “We need to do a much better job of reaching young people in ways that empower them to make good decisions regarding the risks of HIV, particularly since 50 percent of HIV-positive young people don’t know they’re infected and can unknowingly pass the virus on to others.” Kiehl’s and amfAR have raised over $1.7 million since 2010 to fund the goal of developing a cure for HIV by 2020.
Customers who aren’t participating in the annual motorcycle ride can still help the cause by purchasing a limited edition “Ultimate Strength Hand Salve” ($28) in Kiehl’s stores and online. 100 percent of the purchase price will be donated to amfAR.