THRED is a new endless runner game for iOS, where all in-game purchases – and they can go up to $209.99 – go towards fighting AIDS in Africa.

The game itself, a multi-level endless runner game created by Lili developer BitMonster and released by Coca-Cola and (RED), is free to download and includes music from Tiësto, DJ Poet and Tokimonsta. More importantly, all proceeds from in-app purchases (excluding taxes) are donated to the Global Fund to invest in HIV/AIDS programmes in Africa. As such, some rather pricey in-app purchases are very much to be encouraged.

THRED also includes “artistically integrated and informative moments” featuring information about AIDS and (RED)’s goal of delivering an AIDS-Free Generation by 2015.