It only made sense for two iconic care brands — Band-Aid Brand and Product (RED) to team up in the global fight to end AIDs. So we launched our #bandtogether campaign as a rallying cry to join the fight. The product launched in CVS where we rolled out in store displays driving consumers to our hashtag. The conversation continued on social media platforms where we encouraged users to wear the Band-Aid as a badge of honor and share their photos. On Instagram alone, the hashtag already has over 26k posts. We even got actress Laverne Cox to join the fight!