Durex and HIV Ireland have launched a new 'Give a F**k' campaign as World AIDS Day approaches, 1 December. The non-profit organisation RED have partnered with Durex to raise awareness.

Irish consumers can purchase a box of limited edition Durex RED condoms in selected retailers nationwide as part of the initiative. All profits will go directly towards a programme in South Africa, where it is estimated that there are over 7 million people living with HIV.

Zara Larsson fronts the campaign. "For the first time ever, you can literally 'Have Sex and Save Lives'," the 'Never Forget You' singer explains. She encourages people to "join the fight to end AIDS through helping girls in South Africa who really need our support."

The 'Keeping Girls in School' programme aims to reduce new HIV infections and pregnancies among young women - through encouraging girls to stay in education and improving access to sexual health and reproductive services.

Durex will make a minimum donation of €4.4m to The Global Fund via the Durex RED partnership. The Bill and Melinda Gates Foundation will also match this resulting in a minimum total of a €8.8m to be donated to fight HIV and AIDS.

Durex has teamed up with sexual health advocate James Kavanagh to further drive suport in Ireland. The Influencer is "very pleased'" to be partnering with Durex and HIV Ireland once again.

"As HIV incidence in Ireland continues to increase, it is not only critical for the people of Ireland to practice safer sex, but by taking action and purchasing a box of Durex RED condoms ahead of World AIDS Day on December 1st, we can support Durex, HIV Ireland and (RED) in the fight against AIDS worldwide," Kavanagh stated.

He shared shock statistics explaining "every two minutes a teenager around the world is infected with HIV." Durex also conducted research revealing ten people in Ireland are diagnosed with HIV each week.

Kavanagh hopes "the Irish public will join me in using their voices to drive awareness of 'give a f**k' about AIDS".

Watch Zara Larsson, Tyler Oakley and Phoebe Robinson in the promotional #GAF video below.