Product Red (a)

RED works with iconic brands including American Express, Gap, Converse, Giorgio Armani, Apple, Motorola and others to make unique RED branded products. These companies contribute up to 50% of profits from RED products to the Global Fund to invest in HIV and AIDS programs in Africa. This is an excellent selection of mega corporations, which are all for-profit organizations and understand how to create real impact.

Since RED launched in 2006, it had generated $ 25 million in the first months for the Global Fund, (five times what the private sector had given in four years), but by the end of 2007, RED has contributed $50 million to the Global Fund.

RED was created to engage the private sector in raising awareness and funds to help eliminate AIDS in Africa and its business model was structured to benefit partner companies by increasing consumer purchases and also resulting in increased donations to the Global Fund. Each partner company involved in partnership creates a product with the Product Red logo. In return for the opportunity to increase its own revenue through the Product Red products that it sells, a percentage of the profit is given to the Global Fund.

RED created a simple message that HIVS and AIDS is preventable and treatable, and how just two pills a day can give someone a future and how antiretroviral treatment can save lives.

And has been able to successfully leverage existing marketing budgets of companies to engage a new audience of consumers to help fight against HIV/AIDS in Africa.

Criteria for choosing partners:

• For – profit organizations with ability to design, market and promote new products;

• Companies with corporate social responsibilities (to enter into a long term partnership with RED, to raise money and awareeness for those suffuring from HIV/AIDS in Africa);

• Companies with same principles like RED (to extand the opportunies for the people in Africa; to respect the employees; to promote fight against AIDS)

RED campaign is...