A $209.99 In-App Purchase That Could Save a Baby From HIV

There are medications an HIV-positive expectant mother can take throughout pregnancy and breastfeeding that grant her child a 98 percent chance of being HIV free. $205 is enough to keep a mother in medication from conception to weaning. The largest in-app purchase in Coca-Cola and (RED)'s new free-to-play iOS game is $209.99. That's no coincidence.


(THRED) is a techno-fueled, Unreal Engine 3 powered endless runner-style game developed by BitMonster, the team that brought us Lili. As free-to-play games go it's not too shabby, filled with pulsing techno beats that react to in-game cues. It's a pretty little game with an incredibly important purpose.


All proceeds from in-app purchases (after taxes) will be donated to the Global Fund to invest in HIV/AIDS programs in Africa, including treatment for prevention of mother-to-child transmission of HIV. The smallest bundle of in-game currency, used to purchase new ships and power-ups, represents one dose of medicine. The largest is an entire course of retro-antivirals. It could save a child's life.

Electronic artist Tiësto donated music to the project, with additional tunage from DJ Poet and TOKiMONSTA. Epic Games donated the Unreal Engine 3 for use in its creation. Apple updated the iTunes store in the middle of the week to make sure the game gets the attention it deserves. I wrote this post. You should play the game. Spend some money. Save some lives.

(THRED) [iTunes]

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couldn't you just donate directly to the cause?