RED
(RED) is a consumer movement that raises awareness and money for The Global Fund through partnership with brands to produce (PRODUCT)RED products.
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For purpose
(RED) was created by Bono and Bobby Shriver, Chairman of DATA to raise awareness and money for The Global Fund by teaming up with the world's most iconic brands to produce (PRODUCT)RED branded products. A percentage of each (PRODUCT)RED product sold is given to The Global Fund. The money helps women and children affected by HIV/AIDS in Africa. Some of the products already joined are Apple's notoriously known Red iPod, DELL's new red laptop, Motorola cell phones, converse and more. It's amazing how one of the most popular colors (Red) is now being branded and teamed with other brands. Not only for choice but for purpose.
Wassim, Australia - 05 February 2008
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Truly inspired
This is truly inspired. This is a universal brand - enhancing existing brands, lovemarks or not, with the attributes of lovemarks. Bono and Bobby have created something entirely new - colour your brand red - and it becomes a moral brand - a saviour of people in Africa. The shame that is African Aids, and the deprivation of life saving drugs from these people is beyond forgiveness -but outside of the control of so many of us. We have been given a way of showing how we feel - accessable and without additional cost. What greater love - than to help another. What better insight - than to make it easy - and cool!
Jim, Ireland - 12 September 2006
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The easiest way to give something back
The RED campaign is that its the easiest way to give something back. Being honest here; I often feel that I should *do more*? The phrase '1st World Guilt' I can totally relate to and now I can do something about it on a daily basis. Through the simple act of buying my fair trade non-gm soya milk latte, whilst blathering on my mobile; I know that I am consciously donating money to help alleviate the HIV crisis in Africa. I believe that this campaign is the best thing to come out of 2006 so far - not to mention the best thing that Bono's done for a while (at least since Rattle & Hum). Its about time that some global initiative was taken towards tackling this issue, and combining it with capitalism is inspi(red).
Leah Naomi, United Kingdom - 19 July 2006