British pop star Charli XCX has teamed with Kiehl’s Since 1851 and amfAR (The Foundation for AIDS Research) to help raise awareness of the rise in HIV diagnoses among youth. The PSA comes as a preview to Kiehl’s Eighth Annual LifeRide for amfAR which raises money and awareness in the fight for a cure via an eight-day cross-country motorcycle ride, which runs this year from July 31 through Aug. 7. The 1,100 mile ride begins on Jul 31 at The Mall of America in Minneapolis and ends Aug. 7 in Nashville at The Mall at Green Hills.

“Now, 1 in 5 new HIV diagnoses in the U.S. are young people, between the ages of 13 and 24,” Charli informs us in the PSA announcement. “That’s almost 700 new cases per month among people under the age of 25.”

The Grammy-nominated singer-songwriter also advises that half of young people who have contracted HIV don’t even realize they’re infected. So, they are unknowingly passing the virus to others. She implores her young viewers to get educated about the disease and get tested regularly to know their status. Finally, she sends a bold plea, “Let’s be the generation to end AIDS once and for all. The cure is in our hands.”

To date, Kiehl’s LifeRide has raised $1,780,917 to fund nine cure-related research grants. LifeRide maintains its mission to advance amfAR’s fight for “The Countdown for a Cure for AIDS” in which the goal is the scientific basis for a cure is reached by 2020.

A press statement announced that proceeds from the 2017 LifeRide for amfAR will be specifically directed to funding a research grant for Dr. Daniela Fera. Dr. Fera is the recipient of one of amfAR’s Mathilde Krim Fellowships, which support bright young scientists seeking innovative solutions to HIV/AIDS. She is reengineering HIV proteins so that they lose their protective shield and elicit a more effective response from the immune system. Her project could advance the search for both a vaccine and a cure. Dr. Fera is an accomplished scientist and teacher who has won several awards for her work in structural biology during her postdoctoral training at Boston Children’s Hospital/Harvard Medical School.

Chris Salgardo, President, Kiehl’s USA and amfAR CEO Kevin Robert Frost will lead this year’s group of celebrity riders on the cross-country motorcycle trek for the cause. The merry band of road warriors form a tight bond during the sometimes-grueling trip. By the end of this year’s ride, Kiehl’s LifeRide will have logged more than 11,500 miles since its 2010 inception.

“Nearly 40,000 people were diagnosed with HIV in the U.S. in 2015, and more than 40 percent were under the age of 30," said amfAR CEO Kevin Robert Frost. "We need to do a much better job of reaching young people in ways that empower them to make good decisions regarding the risks of HIV, particularly since 50 percent of HIV-positive young people don’t know they’re infected and can unknowingly pass the virus on to others."

Joining Frost and Salgardo on LifeRide 8 this year will be actors Gilles Marini (“Switched at Birth”), Ian Bohen (“Teen Wolf”), Tyler Posey (“Teen Wolf”), JR Bourne (“Somewhere Between”), Anthony Carrino (co-host “Kitchen Cousins”), Grant Reynolds (host/producer, “What Could Possibly Go Wrong”), and Luke Wessman (tattoo artist, Miami/NY Ink).

You can support LifeRide and amfAR’s initiative by visiting, meeting and speaking with riders at their route stops and/or purchasing the Limited Edition Ultimate Strength Hand Salve. 100 percent of the purchase price from product sales, up to $25,000 will benefit amfAR. It is available for sale at all Kiehl’s retail stores, Kiehl’s.com, and specialty store partners across the country.

Gilles Marini shared a photo on Twitter in which he is holding this year’s Kiehl’s limited edition lotion with the caption “1.2 mil people living with HIV/aids in the US. Get @kiehls Limited hand salve to help win this fight. http://www.kielhs.com/liferide2017 #liferide8.”

You can get involved on social media by retweeting Gilles Marini on Twitter and sharing Charli XCX’s PSA on your social sites to help spread the word. Plus, if you share a selfie with a heart ❤ made from your hands, tag @Kiehls, @amfAR and hashtag #LifeRide8. Kiehl’s will donate $1 for every Instagram post, up to $25,000, to amfAR to help fund a cure for HIV/AIDS.

Click here to view the 2017 LifeRide for amfAR route and visit amfAR’s website for more information on ways to get involved, including how you can donate directly.

Stay tuned to AXS for more information on Charli XCX and LifeRide 8 updates.

1.2 mil people living with HIV/aids in the US. Get @kiehls Limited hand salve to help win this fight. https://t.co/ANX9OAJdoJ #liferide8 pic.twitter.com/iigz680zlq

— Gilles Marini (@GillesMarini) July 16, 2017

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