Coca-Cola releases new game to help end HIV transmission

(THRED)Coca-Cola has announced the release of (THRED), a new free-to-play mobile game that aims to raise awareness and funds for the fight to end mother-to-child transmission by 2015. The game is a joint project between the Coca-Cola Company and (RED). The (THRED) app will help raise money for The Global Fund to fight AIDS, Tuberculosis and Malaria – the world’s leading financer of programs to fight these three diseases.

Throughout the game, users will have the opportunity to purchase power-ups and select items via In-App Purchase. All proceeds (excluding taxes) will be donated to the Global Fund to invest in HIV/AIDS programs in Africa, including treatment for prevention of mother-to-child transmission of HIV.  The goal is to end mother-to-child transmission of HIV by 2015.

(THRED) was developed by BitMonster with an Unreal Engine 3 license donated by Epic Games. This endless runner genre game takes place in an abstract 3D world of technological walls, ever-shifting obelisks, living dragon-like gateways and powerful collectibles. As players progress through the game, they’ll find amazing colors and shifting walls while the entire soundscape changes with them. It features lavish graphics and a soundtrack composed by Tiësto, DJ Poet and TOKiMONSTA.

“Collectively, we have the power to help deliver an AIDS-Free Generation,” said Wendy Clark, Senior Vice President of Integrated Marketing Communications,  The Coca-Cola Company. “We feel that (THRED) is a great way to capture attention and one that gives everyone the opportunity to contribute their time, money and networks to help end the transmission of HIV from mothers to their babies by 2015.”

(THRED)  is available for free from the App Store on iPhone, iPad and iPod touch.

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