Rolls-Royce has joined with MTV to raise $25,000 for the Staying Alive Foundation, a global organisation dedicated to preventing the spread of HIV and AIDS.
Rolls-Royce provided a new Phantom for last year’s MTV European Music Awards in Lisbon and invited artists to autograph the back seat. By the end of the event more than 20 major celebrities had signed.
The seat was then removed from the Phantom and turned into the world’s most exclusive sofa by Nick Gutfreund, an up-and-coming UK furniture designer and maker. It was subsequently bought by Hard Rock for $25,000 with the proceeds donated by Rolls-Royce to the Staying Alive Foundation. The cheque was handed over last Friday at Hard Rock’s 35th birthday celebrations in London.Rolls-Royce Motor Cars Chairman and Chief Executive, Ian Robertson, said, "We are delighted to have been involved with MTV and Hard Rock on such an innovative project, and one that has raised a considerable sum of money to assist Staying Alive in their continued efforts to prevent the spread of HIV and AIDS."
MTV’s Staying Alive Foundation (www.staying-alive.org) promotes and supports young people everywhere who are protecting themselves and their communities against the multiple threats posed by the spread of HIV and AIDS. The Foundation does this by presenting the Staying Alive Award annually, to young individuals and youth groups who are focused on stopping the spread of HIV, and who have demonstrated the potential to become future leaders.
Bill Roedy, President of MTV Networks International and chair of the Staying Alive Foundation, said: "Business collaboration is vital in the battle against HIV and AIDS. This money will go to supporting grass roots education and prevention projects and we are grateful to Rolls-Royce and Hard Rock for making this possible."
"This one-of-a-kind piece from MTV and Rolls-Royce is a unique addition to our iconic memorabilia collection," said Hamish Dodds, President and CEO, Hard Rock International. "MTV has played an incredible role in HIV prevention and we at Hard Rock are proud of the role we continue to play in promoting pop culture, and keeping audiences aware and engaged in important causes throughout the world."
Peter McLachlan, from Peter MC Ltd, brought MTV, Rolls-Royce and Hard Rock together to form this unique partnership.
Celebrities who signed the sofa included Anastacia, Black Eyed Peas, Brittany Murphy, Coldplay, Nelly Furtado, Craig David, Bob Geldof, Shakira and Akon. Then also, Alison Goldfrapp, Chemical Brothers, Borat (Sacha Baron Cohen), footballer Diego Luna, Foo Fighters, actor Gael Garcia Bernal, Green Day, Formula 1 driver Jenson Button, footballer Luis Figo, Sean Paul, Shaggy, Sugababes, TATU and the MTV presenters Tim Kash and Trevor Nelson.
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