The Rock the Red Pump™ campaign was developed by The Red Pump Project as an observance of National Women & Girls' HIV/AIDS Awareness Day. The campaign asks women nationwide to participate by putting on their favorite pair of red shoes (pumps, sneakers, flats, sandals) on March 10 every year. The campaign also asks bloggers and other digital influencers to place one of the badges on their websites for the 50 days leading up to March 10 to represent the strength and courage of women fighting HIV/AIDS or affected by the disease. On NWGHAAD, people across blogosphere dedicate their posts to talking about the impact of HIV/AIDS on women and girls. The campaign encourages people to use the hashtag: #RocktheRedPump!