Liverpool Football Club and its principal sponsor Standard Chartered have launched a campaign to promote education and reduce the stigma around HIV and AIDS.

The Positive Living Around the World campaign will be supported by the Premier League club, with manager Jurgen Klopp and players Philippe Coutinho, Emre Can and Jordan Ibe taking part in an ‘Around the World challenge’ – performing a football trick that mimics the World AIDS Day emblem.

Supporters can get involved by attempting the challenge and posting their effort to Liverpool FC’s official Facebook page, with the chance to win a signed Liverpool shirt.

The campaign will also be supported during the team’s home Premier League match against Swansea City on 29 November, ahead of World AIDS Day on 1 December.

Liverpool legends Kevin Keegan and Terry McDermott will take part in a half-time activity during the match.

Billy Hogan, Liverpool FC’s chief commercial officer, said the campaign was a “forward-thinking initiative combatting the perception and stigma of a disease which affects 37 million people”.

Chair of Standard Chartered, Sir John Peace, said the conditions were “significant health challenges globally”, including in many of the markets the financial organisation operates in.

“If we can use our international network and our strong partnership with Liverpool FC to raise awareness, educate people about HIV and AIDS, and ultimately help to reduce the stigma for people living with HIV, that would be a fantastic achievement for the bank’s Positive Living programme,” he added.

This marks the latest move by a Premier League club to ramp up its corporate social responsibility operations – an area of increasing importance.

Earlier this year,, Manchester City Football Club’s parent company City Football Group, roped in its marquee football teams – City, New York City FC and Melbourne City FC – to launch a £400,000 (US$591,698, €561,223) scheme to improve the lives of impoverished youngsters.