Campaign (RED) Fights HIV/AIDS

Founded in 2006 by U2 frontman Bono, the Red Campaign combats the effects of HIV AIDS in Africa by channeling the energy and attention of today’s eager consumers towards a priceless cause. The Red Campaign simply utilizes the financial expenditure of consumers in order to help people affected by HIV AIDS.  (RED) produces (PRODUCT) red items with influential partners including the likes of American Express, Apple, Bugaboo, Converse, Dell, Emporio Armani, Gap, Hallmark, Nike, Penfolds, Penguin, and Starbucks .  Generally, these items pass on up to 50 percent of their profits to the Global Fund in order to invest in HIV AIDS support programs [I].

By examining the Gap, the internal processes of Campaign RED can be broken down into three easy to understand steps [II]:

  1. Choose apparel marked (PRODUCT) red
  2. Up to 50% of profits go directly to the Global Fund
  3. The Global Fund uses 100% of money and invests it in HIV health and community support programs in Africa, with an emphasis on women and children

The result of these donations is a happy shopaholic with some fantastic new (place desired retail item here) has helped save a person’s life. While frothy lattés, new clothes, and flashy kicks are all very enjoyable, it is important to note the effective impact this campaign has made in countries of Africa.  More than 32,000 people living with HIV in Rwanda have received an antiretroviral therapy from the campaign, and in Lesotho the population touched by this lifesaving medication reaches more than 45,000 [III]*.  In addition, more than 40,000 HIV positive pregnant women in Rwanda have been supplied with preventative ART to reduce the risk of mothers passing along the virus to their children while that number spills over 16,000 for women in Lesotho [III]*.

Campaign RED is truly calling upon the commercial strength of its partners .  When more than 3,600 Africans are dying from HIV AIDS every single day and more than 5,200 infected, immediate attention is needed from anyone willing to help .  The commitment from such successful corporations as partners would allow people in underdeveloped parts of the world who are affected to rely on a large and sustainable income stream .  Get involved yourself and follow the Red Campaign on twitter (@joinred), facebook (, and their blog (

[I]  “The (RED) Idea.” (RED) Designed to Help Eliminate Aids, 2011. Web. 15 Jun. 2011.

[II] “How (RED) Works.” (RED) Designed to Help Eliminate Aids, 2011. Web. 15 Jun. 2011.

[III] “(Red) Impact.” Product Red, 2 Jun. 2011. Web. 15 Jun. 2011. *Statistics updated on Aug 30th after communication w/ RED Campaign

[IV] “Bono Bets on Red to Battle Aids.” BBC NEWS Business, 26 Jan. 2006. Web. 15 Jun. 2011.

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