The (RED)RUSH to Zero campaign begins today—a 10-day initiative to raise funding and awareness to help deliver an AIDS Free Generation by 2015, a critical milestone in the fight against AIDS. The campaign will consist of a series of in-person and digital events and experiences involving brands, celebrities, gamers, music fans and consumers around the world—and is launching with the striking ad below, from Hill Holliday, imagining a reversal of grief as AIDS is defeated. A specific goal now is the virtual elimination of mother-to-child transmission of HIV—part of the eight Millennium Development Goals, which range from halving extreme poverty to halting the spread of HIV/AIDS by the target date of 2015.