“Two groundbreaking initiatives, aimed at realistically achieving the once-unthinkable goal of ending new HIV infections among children by the end of 2015, were launched simultaneously at the World Economic Forum’s [WEF] Annual Conference in Davos” on Friday, according to a Business Leadership Council press release. “The Business Leadership Council for a Generation Born HIV Free was launched together with a Social Media Syndicate that is designed to reach billions of people around the world … The Syndicate will evolve to focus on other U.N. Health Millennium Development Goals over the coming months,” the press release states (1/27). “The Social Media Syndicate will coordinate the most influential, individual publishers on the Social Web to share messages and actions needed to welcome a ‘Generation Born HIV Free’ and to achieve all the health-related Millennium Development Goals,” according to a press statement from UNAIDS and PEPFAR (1/27).

“The partnership is being called the world’s largest social media movement of its kind, combining the Syndicate’s social media know-who with the Council’s financial resources and determination,” Mashable reports, noting that the Generation Born HIV Free campaign with coordinate with other partners including UNAIDS and the Global Fund to Fight AIDS, Tuberculosis and Malaria (Sniderman, 1/27). “John Megrue, CEO of Apax Partners U.S., will chair a business group that includes bankers and consulting experts and will help coordinate work being done by several governments and other international donors, as well as filling in gaps in the funding,” the Associated Press writes (1/27).