THE MTV STAYING ALIVE FOUNDATION AND AMFAR PUBLIC SERVICE ANNOUNCEMENT
Kenneth partnered with the MTV Staying Alive Foundation and amfAR to reinterpret the iconic AIDS ribbon. Designed to commemorate the discovery of the virus 30 years ago, and to ignite a new wave of awareness about the pandemic with the next generation, the new AIDS ribbon featured a double loop, and symbolized the coming together of individuals and the re-doubling of efforts in the fight against HIV and AIDS. The ribbon’s launch was supported by a provocative celebrity PSA campaign titled “COME TOGETHER.” The campaign, which aired on MTV channels worldwide, featured a montage of celebrities wearing the double ribbon reciting lines about how, where, and when they like to wear it. Celebrities in the campaign included: Ke$ha, Sarah Jessica Parker, Cyndi Lauper, Estelle, Skylar Grey, Cheyenne Jackson, and Rose McGowan.