Red just so happens to be my favorite color. This color also has a deeper meaning. Red sy
mbolizes passion, action and emergency. Product Red is an integrated marketing communication campaign. (Red) founders U2 lead singer Bono and Bobby Shriver created this business to build awareness about AIDS in Africa and raise money for the Global Fund, which invests in African AIDS programs. On the (RED) website, Bono and Shriver describe the AIDS epidemic in Africa as an emergency. They said 4,100 people die daily and countless others are fighting the disease.
(RED) has teamed up with brands such as Gap and Apple to sell specialty (RED) products and services in their lines. When you buy any of these products, a portion of the profit is donated to the Global Fund. 
A few years ago, on Christmas, I received a (RED) iPod Nano. I, of course, wanted it because it was the color red. The salesman explained to my mom the importance behind the (RED) iPod and she was sold.
The important thing to note here is that (RED) products are the same price as other products. So anyone could buy a black or white iPod or they could purchase the red one to help a good cause.
Who is on board?
The following brands all have (RED) products and services.
- Converse
- American Express (in the UK only)
- Emporio Armani
- Dell
- Microsoft
- Gap
- Apple
- Hallmark (below is a commercial they produced for their product)
How can you help?
If you are interested in joining this cause, shop the brands listed above. All
(RED) qualifying products will have the (RED) logo (like this t-shirt). If you would like to donate to help eliminate AIDS in Africa, you can donate directly to the Global Fund.
(RED) as a Community Relations Effort
Before Bono and Shriver created (RED) they teamed up to create DATA ( Debt, AIDS, Trade, Africa). It’s obvious these two men are passionate about AIDS and Africa. DATA also contributes to the Global Fund. However, creating (RED) allowed for larger donations.
Bono and Shriver took their passion and their cause and got large corporations to cooperate. Now the founders and all these corporations are tied into eliminating AIDS in Africa. A good look for all involved.
I think the great thing about this campaign is that people may be contributing and have no clue that their money is going to this Global Fund. You could walk into a drugstore today and purchase your mom a birthday card. That birthday card could help many people fight a life threatening disease.
November 21, 2008 at 6:18 am
[...] you would like to read more about the (RED) campaign, check out Kendra Wheeler’s blog post. It goes all out, explaining how the campaign began and endorsement for the cause. Definitely worth [...]
November 24, 2008 at 9:25 pm
I believe this article can be used as a great resource for consumers to actually know what their money is going towards. I couldn’t help but recognize the similarity of the “red” for aids and “pink” for breast cancer. I know many people consume “pink” products daily to support the breast cancer funding. This is the first I’ve heard of “red” items for AIDS in Africa. Its fascinating how many companies support this epidemic, but one must think as a United States citizen. Many people in the US who are sick of our people being across sea at war will think about how we need to start healing our own country first. So while the majority of America will be so glad to make efforts to help third world countries, some will have an idea to help our own first. Put that money towards our own country instead of branching out. I on the other hand, will always agree that since America is so well off we should share our efforts. I just believe some other credible opinions are great to keep in mind. It brings a bit of a frown to my face to think that people purchase these items that are “red” without knowing that some of their money is going towards a wonderful cause. AIDS is an extremely big epidemic that needs attention everywhere it is obtained. May that be in Africa or the United States, but this is a wonderful movement that many people will knowingly or unknowingly support. I believe the awareness should be raised in anyway possible, and that big name brands keep adopting the campaign in order to do so.
December 10, 2008 at 8:04 pm
I am very surprised to realize that people were so unaware of Product (RED).. Since its inception into the US retail market, I have been aware. The tags on the products even state what you are buying into, the problem I think, its that you only a few retailers on board, and its seems to me that (RED) hasn’t been promoting like they used to, I haven’t seen a (RED) product in about 2 years. The thing about Breast Cancer, is that you can go grocery shopping and buy half a cart of “pink” groceries that will support BCA, I try to make sure I grab the boxes with the pink labels.
And Lindsay, I agree, Many American’s do want to help at home first, but America is historically a country that has played big brother to other countries. (RED) is a foundation started by at least one non-American (Bono) who reached out to us for our help, when someone is America does the same, then the complaining American’s won’t be able to complain anymore. We all want to complain about not helping our own, but how many of us are waiting for someone else to do it?!?! The beauty of America, is that we can start it on our own if we truly want to.