Established under the GRAMMY® award-winning leadership of renowned singer and recording artist Alicia Keys, Keep a Child Alive was founded in the early months of 2003 with a dedicated mission to combat HIV and AIDS on a global scale. Collaborating fervently with grassroots organizations, the foundation has taken on the role of pioneering community-driven initiatives to prevent new HIV infections, eliminate treatment barriers, and eradicate discrimination.

With unwavering dedication and on-the-ground cooperation in Kenya, Rwanda, South Africa, Uganda, and India, KCA presently touches the lives of 90,000 individuals. These individuals have become advocates aligned with the foundation's efforts, championing the twin objectives of raising awareness and taking meaningful action at the forefront of this noble cause.

An annual highlight, the Black Ball event unites luminaries from the realms of celebrity, art, and philanthropy to address the ongoing challenges posed by HIV and AIDS. This collective endeavor has been graced by notable figures such as Bono, David Bowie, Jay-Z, Pharrell Williams, Lenny Kravitz, Sade, Usher, and many others. Orchestrated by Alicia Keys herself, the event serves as a powerful testament to the unity across diverse sectors, spanning business, philanthropy, music, and entertainment.

The exclusivity of the celebration, with ticket tiers ranging from $50,000 to $100,000, fortifies Keep a Child Alive's resources, enabling them to drive positive transformations in the lives of HIV-affected children and families across Africa and India.

During one year of the special event, Yasa personally facilitated a groundbreaking agreement with Alicia Keys and her team at KCA, alongside Per AQUUM resorts, resulting in a substantial contribution of nearly $80,000 through an auction donation. This remarkable moment not only exemplified unparalleled generosity but also raised Per AQUUM's brand profile in the entertainment industry through on-stage recognition and meticulously crafted marketing materials designed by Identity Productions. These materials were featured in the evening's program journal, leaving a lasting impression on attendees.

The grandeur of the evening was further enhanced by the dynamic quartet of hosts, including Alicia Keys, Swizz Beats. The guest list read like a constellation of stars, with luminaries such as Madonna, Aretha Franklin, and Clive Davis. Among these esteemed figures, representing Per AQUUM as their Global Brand Ambassador and full-time Creative Director was Yasa Angelus Sereno, overseeing Per AQUUM's exceptional properties, including Huvafen Fushi* and Niyama in the Maldives, as well as Desert Palm* in the UAE.