SHOP (RED) - Help Eliminate AIDS in Africa

Chuck — Tue, 17 Oct 2006 18:24:00 -0400

Last Friday, (RED)/(PRODUCT) RED launched in the U.S. In case you missed the announcement or Bono and Oprah’s shopping spree,

“(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?!”

There has been debate whether (RED) is a good idea or simply another way for corporations to sell more products, as seen on Read/WriteWeb and MetaFilter blogs. I can understand why some people are cynical about (RED) and large brands perpetuating consumerism.

For better or worse, we do live in a consumer-centric culture driven by large brands. As a complete gearhead, I am guilty of contributing to the consumerism issue. However, when I do buy products, I am conscience of purchasing from stores and brands that are socially or environmentally responsible, for example, REI, Patagonia, and 1% for the Planet.

Getting back to (RED), I think it’s a great awareness building campaign for the AIDS epidemic and poverty issues in Africa. Consumers are going to buy products in our society. If (RED) can capitalize on our consumer-centric culture and divert money to The Global Fund, I say more power to (RED), Bono and Bobby Shriver. I would rather see $10 go to The Global Fund from a purchase of an iPod Nano (PRODUCT) RED, then no money and no awareness raised from a purchase of a normal iPod Nano.

If you want to Shop (RED), the current (PRODUCT) RED partners are:

Motorola - Red Motorola RAZR (US) and Motorola SLVR (UK)
Gap - Red clothing
Converse - Red Chuck Taylor All Star sneakers
Armani Emporium - Red clothing and accessories
Apple - Red iPod Nano
American Express - Red credit card with 1% of purchases going to The Global Fund (UK only)

To learn more about (RED) and Bono’s One Campaign, I recommend reading Bono’s note. Also, the (BLOG) RED is a good way to stay abreast of (RED) news. I have been to Tanzania and have seen first hand the extreme poverty, lack of educational services and lack of infrastructure. So personally, (RED) is a very important cause, which I plan on supporting, as well as donating directly to The Global Fund.

Sprenzy Shopping Blog: Tag red

SHOP (RED) - Help Eliminate AIDS in Africa