Dazed gifts 10% of ad revenue to Aids charity in UK first

LONDON - Dazed & Confused is marking 10 years of democracy in South Africa with an issue in July dedicated to marking a decade of freedom, and will donate of 10% of its advertising revenues to fight Aids in Africa.

The July issue of Dazed & Confused will be supported by a major promotional campaign to consumers and trade and a price reduction of 50% in South Africa itself.

The issue, which follows South Africa's recent elections, will focus on the change in South Africa in the 10 years since its first democratic elections in 1994, which saw the ANC led by Nelson Mandela come to power, and the Aids epidemic.

The magazine will feature specially commissioned editorial from leading political, economic and social leaders from Western governments and international organisations to comment upon Aids in Africa and more generally on the developed world's relationship with and responsibility towards the continent.

The issue will see 10% of advertising revenue donated to the Elton John Aids Foundation for use on the African Solutions to African Problems project, which will be a first in UK publishing.

Inside the magazine will be postcards for readers to send back, calling for increased funding for the International Aids Vaccine Initiative.

The campaign will be supported and endorsed in the issue with the publication of an extensive list of celebrity names, including Marianne Faithful, Sophia Kokosolaki, Stella McCartney, Sam Taylor-Wood, Sofia Coppola, Christian LaCroix and Patrick Cox, who will have already signed and sent postcards in support of the lobby.

"We think it's important to speak to young people in the UK and internationally in a language and medium they understand and respect about issues and ideas that affect millions of people thousands of miles away from them, particularly Aids in Africa," Nicki Bidder, Dazed & Confused editor-in-chief, said.

"This issue will cover a lot of positive creative sides of contemporary South Africa and make cover heroes of those young South Africans who are HIV-positive. This issue will enable our readers to get involved in changing the plight of many of their peers in Africa by signing a postcard, thereby adding their names to a petition which calls for a vaccine for Aids."

The July issue will go on sale in the UK on June 17.

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