Lead singer of Irish rock band U2 Bono will be conferred the first-ever Cannes LionHeart Award for his efforts in fighting AIDS in Africa.
The singer-activist prioneered (RED), a creative fusion of branding, activism and philanthropy that has generated more than $250 million (S$314 million) for the fight against AIDS in Africa.
The Cannes LionHeart, organised by 61st Cannes Lions International Festival of Creativity, recognises the person or organisation that, through innovative use of commercial brand power, has made a significant and positive difference to people or the planet.
Bono co-founded (RED) with Bobby Shriver in 2006 to engage businesses and consumers to raise money and awareness in the fight against AIDS.
(RED) partners with the world's most iconic brands, which contribute up to 50 per cent of profits from (RED) branded goods and services to the Global Fund to Fight AIDS, TB and Malaria for HIV/AIDS prevention and treatment services. (RED)'s partners include Apple, Starbucks, The Coca-Cola Company and the Bank of America.
The Global Fund grants that (RED) supports have impacted more than 40 million people with prevention, treatment, counselling, HIV testing and care services in Ghana, Kenya, Lesotho, Rwanda, South Africa, Swaziland, Tanzania and Zambia.
"Bono has used his celebrity status to successfully establish a global brand, through which he has built unique relationships with other such brands, to raise awareness and funds for the fight against AIDS and achieve greater good for humankind," says Terry Savage, Chairman of Lions Festivals.
"We are delighted and privileged that Bono will share his inspirational story with our Cannes Lions delegates and we look forward to presenting him with the first Cannes LionHeart in recognition of his achievements."
Bono will be presented with the inaugural Cannes LionHeart on Jun 21 during the final awards ceremony of the festival week.