incREDible campaign

This past October marked the launch of (PRODUCT) RED branded products in the United States. (RED) was co-created by U2’s Bono and Bobby Shriver, who serve as the Chairman of DATA (Debt, AIDS, Trade Africa) to raise awareness and money for The Global Fund. By teaming up with the world’s most iconic brands who then donate a percentage of each (PRODUCT) RED product sold, The Global Fund is able to use the money to help African women and children affected by HIV/AIDS. All established brands that license the (PRODUCT) RED send a portion of the products directly to The Global Fund.

As of now, launch partners range from renowned designers, including Giorgio Armani, Converse, and Gap, to high-tech manufacturers like Motorola and Apple. You can purchase your new products with the special edition American Express (RED) card that will donate 1% of your total purchase. Since private businesses contribute less than 1% of The Global Fund’s resource needs, (RED) is a commercial initiative designed to kick-start a steady flow of corporate money into the Global Fund while creating awareness of the AIDS pandemic in Africa.

What I found most interesting about (RED) is that the goal of the campaign is to make the partner company pay money to The Global Fund by sharing a portion of its profits. According to the official (RED) website, this “consumer proposition” involves the company paying extra, not the consumer.

(PRODUCT) RED didn’t just limit itself to the retail market, however. (RED) Media Sponsors serve as “links” in the (RED) community network by donating space and raising visibility, and raising further awareness. Partners include MySpace and the AIM service, although AOL has been associated with Bono and DATA since before Live 8.

I am incredibly impressed with the (PRODUCT) RED campaign’s ability to cross consumer boundaries with virtuous, rather than monopolistic, intentions. All of the companies involved share the goal of seeing the powerful (RED) community mobilize for “hope, health and progress.” As a consumer, I’m use to companies or brand teaming up for their own personal (financial) gain, with the consumer paying (literally and figuratively). Instead, well-known companies are using their consumer popularity to involve their consumers in what is, and continue to be, one of the most influential worldwide campaigns.

I recommend checking out the (PRODUCT) RED website (www.joinred.com) that includes links to products, information on The Global Fund, ways to become involved, and updated news on the campaign’s progress. Or better yet, stop by your local Gap or Apple store and check out the products in person: you’ll be astonished at the wide variety of product selections and how effortless it is to become involved in such a noble cause.