The top level domain .HIV has launched as the first-ever cause-related web suffix. Via press release:
dotHIV, the new initiative that combines digital innovation and the concept and spirit of the Red Ribbon begins today. The Berlin based organization will provide web addresses with the ending .hiv to companies and non-profits in an effort to raise awareness and funds for projects around the world working to prevent the transmission of HIV and end AIDS. “Imagine simply using .HIV as you use .COM. Each time you visit website.HIV, buy a ticket on movies.HIV, or shop at store.HIV, a small donation would reach HIV and AIDS projects,” said Carolin Silbernagl, co-founder of dotHIV and CEO of the TLD dotHIV Registry. The unique, inbuilt micro-donation capability is the main innovation of .hiv domain names. Every time a user clicks on a .hiv website, dotHIV donates 0.1¢ and thus releases funds to help support HIV projects across the globe. These micro-donations do not come at further expense to the user or the website owner. For brands, the easiest way to use a .hiv domain name is to simply redirect visitors from website.hiv to their standard .com homepage. No need to run an extra website, the content remains the same, only now it has a social benefit. This “Digital Red Ribbon” not only helps generate web traffic but shows social responsibility as well as commitment to digital innovation. And it involves the website visitors: Every click on a .hiv domain is doing good.
More info here. Microsoft, Twitter, and Amazon have already signed on.