Sherrie Silver shows the world how to Rock the Ribbon
London, 28 November, 2018: A stunning video narrated by Stephen Fry, showcasing the dance skills of the incredible choreographer who directed Childish Gambino’s smash viral hit ‘This Is America’ earlier this year, has just been released to highlight the National AIDS Trust (NAT) new message to "Rock The Ribbon" this World AIDS Day (1 December).
Dance genius Sherrie Silver, responsible for one of the most iconic videos of 2018, lends her skills to another, where she can be seen busting some amazing moves while using a red ribbon - the global symbol for HIV awareness - in a brand new film which aims to deliver the NAT’s "Rock The Ribbon" message.
Sherrie’s Childish Gambino video for ‘This Is America’ hit in May 2018, and is still reverberating today - winning the Best Choreography category at the 2018 MTV Video Music Awards.
Now, Sherrie is starring in an awareness film for NAT in hope that the campaign will vastly increase HIV awareness and donations this World AIDS Day. With this film, Sherrie will be building on her philanthropy work over the past 5 years, particularly in Rwanda, where she has been working to improve the lives of women and children – from providing basic amenities to vocational training and even hosting dance workshops.
Sherrie Silver said: “Whatever hardships we are going through, dance is always a source of joy for us. That’s why I love the concept of this film, which aims to deliver a powerful message through the positivity of dance. I’m hoping it will inspire the audience to engage with this cause, and donate as much as they can.”
Deborah Gold, chief executive of NAT (National AIDS Trust) said: “We’re so excited to have been able to make this film to serve as a reminder that absolutely everyone should rock the ribbon on World AIDS Day. This simple visual show of support means a lot to people living with HIV as well as their families and loved ones. Sherrie’s mesmerising dance embodies the pride everyone should feel in showing solidarity and raising awareness.”
The "Rock The Ribbon" message is being supported by CBeebies and This Morning’s star Dr Ranj Singh, who has been one of the most loved contestants on this year’s 'Strictly Come Dancing'.
The campaign is also being sponsored by pioneering make-up brand MAC, who will debut the film at a MAC launch party on 29 November, then broadcast from 1st Dec throughout the rest of the month in MAC stores nationwide.
NAT champions the rights of people living with HIV and AIDS and campaigns for change. It feels they are winning the fight against HIV, but losing the fight against ignorance.
The astonishing "Rock The Ribbon" film, in which Sherrie highlights athleticism and artistry to drive home the message of World AIDS Day, has been devised by London advertising agency St Luke’s, and will feature prior to all movies shown at Regents Street Cinema throughout December.
Richard Denney, Executive Creative Director at St Luke’s commented: “Our campaign aims to bring people together through the universal power of dance - and encourage people to publicly show their support for those living with HIV.”
The film aims to combat dominant and negative decades-long voices about HIV by empowering an army of advocates to rise up against HIV, stand together and set the agenda on World AIDS day to stop the virus and its associated stigma in the UK.
NOTES TO EDITORS
About the National AIDS Trust:
HIV diagnoses are falling in the UK, meaning the spread of the virus is slowing down. We cannot be complacent; we must continue to build on this progress, to end new transmissions for good.
Our fight is not just about the virus. There are still 101,000 people living with HIV in the UK, there is no cure, and people still face ignorance and discrimination that can limit their opportunities, preventing them from living full and happy lives. HIV means you are more likely to live in poverty, and more likely to have poor mental health.
NAT (National AIDS Trust) is the UK’s leading charity dedicated to transforming society’s response to HIV. We provide fresh thinking, expertise and practical resources. We champion the rights of people living with HIV and campaign for change.
Shaping attitudes. Challenging injustice. Changing lives.
For more details or further comment, contact senior press officer Charlie Alderwick: firstname.lastname@example.org 020 7814 6727
Click here for Reporting HIV: How To Get It Right, brief guidelines for reporting on HIV.