One of the world's biggest condom manufacturers has today launched a campaign encouraging people to 'have sex to save lives'.
Durex announced it will donate a fraction of its sales from its new range of red-packaged condoms towards the fight against HIV.
The firm claimed it will give a minimum of 10 per cent towards a campaign educating young girls in South Africa, where millions of people have HIV.
Swedish pop sensation Zara Larsson has backed Durex's campaign, for which she was pictured wearing a t-shirt saying 'have sex save lives'.
Commenting on the campaign, 20-year-old Larsson said: 'For the first time ever, you can literally "Have Sex and Save Lives".
'It is empowering that we can all help to protect ourselves by having safe sex, and at the same time, join the fight to end AIDS through helping girls in South Africa who really need our support.
She added: 'It’s so important my generation use their voices to encourage others to "give a f**" to stop this happening.'
Durex revealed the money raised from its new range of condoms would go directly towards the 'Keeping Girls in School' campaign in South Africa.
Figures estimate there are around 7.2million people currently living with HIV in the African nation – approximately a fifth of all people in the world with the disease.
The programme aims to reduce new HIV infections and pregnancies among young women by improving access to sexual health services.
Swedish superstar Larsson features alongside other stars in video designed to promote the campaign, including actress Thandie Newton.
The minute-long clip encourages viewers to ‘give a f***’ about AIDS by sharing online using #GAF.
Durex also announced it would make a £3.9million ($5m) donation to The Global Fund, which gives grants for initiatives to combat HIV/AIDS, tuberculosis and malaria.
The Bill & Melinda Gates Foundation, which has fought for years to improve health and reduce poverty in deprived countries, has promised to match the contribution.
The condoms will cost £9.99 for a pack of 12 and £14.99 for a pack of 20, meaning either 99.9p or £1.49 will be donated to Keeping Girls in School.
Figures estimate nearly 37 million adults and children across the world have the HIV virus, including at least 100,000 in the UK.
HIV progressively damages crucial cells in the immune system, weakening the body's ability to fight infections.
Left untreated, this leads to AIDS – the collective name for a series of deadly infections which the weakened immune system cannot tackle.
Ben Wilson, global category director at Durex, part of the Reckitt Benckiser Group, said: 'Thirty-seven million people are living with HIV around the world.
'This ground-breaking new partnership with (RED) allows everyone to play a role in helping end AIDS.
'We hope to make a huge difference to young women who are disproportionately affected by this devastating disease in South Africa.'
Durex joins the list of some of the world’s most iconic brands who have partnered with (RED) since it was founded by Bono and Bobby Shriver in 2006.
Beats by Dre, Apple and Vespa have all sold products alongside the fund to raise money.
This article has been adapted from its original source.
© Associated Newspapers Ltd.