The Red Pump Project was started in 2009 by Karyn and Luvvie to raise awareness about HIV/AIDS among women and girls. They launched a campaign called "Rock the Red Pump" where over 120 bloggers wore red pumps on their blogs on March 10, 2009 for National Women and Girls' HIV/AIDS Awareness Day. They later expanded the campaign by recruiting ambassadors in 20 states and increasing their online presence on their website and social media. They held various fundraising events in 2009 that raised $3,500 for HIV/AIDS organizations.