AIDS LIFE becomes LIFE+
AIDS LIFE and the Life Ball have completely reinvented themselves in 2016.
In 1992, Gery Keszler and Dr. Torgom Petrosian founded the Life Ball. Now, 24 years later, it is time to lift the ball to an entirely new level. AIDS LIFE became LIFE+. The Life Ball is more than one great celebrity party – it is an institution of international importance with a crucial key-message: FIGHTING AIDS & CELEBRATING LIFE!
With LIFE+, the umbrella organization has received a new identity. The organization stands behind the new philosophy of focusing on relevant topics in a more sustainable way, and giving them the much needed attention and presence throughout the year – far beyond the Life Ball itself. With a better understanding of our core message and greater awareness of HIV and AIDS, LIFE+ aims to achieve a more tangible and sustainable impact on society at large by clearly advocating within the health sector as well as making a strong socio-political push for tolerance. Only together can we make the change happen and stop HIV and AIDS.
As an event, the Life Ball continues to be a key element within the new brand structure. The newly integrated brand strategy allows additional cooperations with companies and organizations, in order to secure new sources of revenue. A new platform was created with LIFE+, which aims to create a positive added value for society. Positive as in “plus” – because LIFE+ is more than just a brand. It is a symbol of tolerance, community, solidarity, and love.
Other important activities are grouped under the brand LIFE+ and thus, are being strengthened in the process. The Red Ribbon Celebration Concert, for example, will be called the LIFE+ CELEBRATION CONCERT in the future. In the last two years, the concert was organized in accordance with the Ministry for Europe, Integration, and Foreign Affairs – as a symbol of freedom and humanity.