What is (RED)?
(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. What's the meaning of the parentheses or brackets? Well, we call them "the embrace." Each company that becomes (RED) places its logo in this embrace and is then elevated to the power of red. Thus the name -- (PRODUCT)RED. You, the consumer, can take your purchase to the power of (RED) simply by upgrading your choice. Thus the proposition: (YOU)RED. Be embraced, take your own fine self to the power of (RED). What better way to become a good-looking samaritan?!
Becker, why are you so into (RED)?
"Quite simply, because it's a great concept. I live my life looking for win-win situations and I believe the (RED) initiative is exactly that. Companies give a large portion of the profits derived from (RED) products to help people survive. The companies also benefit by being good corporate citizens and humanitarians and hopefully they will sell more products. The consumers ultimately decide, but like the Manifesto says, upgrade your choice!
Also, after visiting Kenya in the winter of 2005 and meeting men, women and children infected with HIV/AIDS, it opened my eyes to the plight of those infected when I met them face to face. I had never knowling met someone who was infected, and I just felt compassion for them and wanted to find a way to help."
Becker, are you an official partner of (RED)?
No, not yet. I want to make it absolutely clear that I am not an official (RED) affliate. As of right now, they are not teaming with small businesses, but I have been in touch with (RED) and they are working on it. I have been told that sometime in the near future, small businesses will be able to officially partner with (RED), but until then, I am just doing whatever I can to raise funds for the Global Fund.
Why shouldn't I just write a check to the Global Fund?
Hey, if you just want to write a check to the Global Fund, go for it! (RED) is not a charity, it's a business model, it's a win win situation that everyone can feel good about. The consumers get cool products, the companies make more money, and they give a lot of it to help people who need it. Simple!
Speaking of Simple:
Check out Becker and Dane Sanders on the Simple Photo Minute
Bono's message for World Aids Day
(RED) related links
My first post about (RED) on my blog