H O O K E D - The (RED) Campaign

The (RED) Campaign - Inspi(red)?

Written by Archana Achamangalam

Ever wondered about the ideas behind the various (RED) products that have been launched in the markets? We all know that there is a certain altruistic cause behind them but what exactly? Who inspired it? Hooked finds out more...

There is an innumerable number of charities and organizations working to help people in Africa, the country with the largest number of people affected with HIV/AIDS every day and the country which captivates many for its beauty but breaks the hearts of people with its economy and the ever increasing death rates.

In 2001, Kofi Annan, former Secretary-General of the United Nations, encouraged countries to fight the pandemic as a public-private partnership between the government and corporations. Many have come forth and made contributions to the countries in Africa, but nothing has had as huge an impact as Bono (yes, U2's lead singer) and Bobby Shiver's Product (RED) has.

When asked in an interview by CNN about the cause behind this groundbreaking idea, Bono replied, "It is shocking to think that 5,000 Africans are dying every day of a preventable, treatable disease. That's like two twin towers a day or a tsunami every month and they're dying because they can't get the drugs we can get in any corner store. So, we were trying to figure out a way of raising money for the global fund, which gets the drugs to the people in Africa who don't have them."

True to his statement, this is what (RED) campaign is all about. It started off on 26th January 2006 with World Economic Forum's support, before extending to the American Express' (RED) credit cards, Gap t-shirts, Armani Sunglasses (including the ones worn by Bono) and watch, Nike Sneakers, (RED) Motorola SLVR and RAZR, Vanity fair, as well as the (RED) special edition IPods from Apple.

        So how does this product (RED) work?

        When you pick up a red coloured product (which is affiliated to the (RED) campaign, of course), a certain amount of money goes to the people in Africa and helps them with their treatment for HIV/AIDS. With no additional expenditure from the commoner, we can still help someone survive in Africa. That’s something each and every single buyer can do. Since the range of products is essential for the modern man, the marketing strategy worked and has reached its $50 million mark.

        Whatever we buy, the money which goes to people in Africa brings about this amazing change called the Lazarus effect. The transformation that the 40-cent pills can bring about in 60 days is remarkable - a person can go from nearly dying to being almost perfectly healthy. To think that the people in Africa are dying every single day, simply because they cannot afford it, is heart rendering.

        This cause has reached out and touched everyone, including many celebrities, such as Natasha Bedingfield, Joss Stone, Julia Roberts, Oprah Winfrey, Brad Pitt, Madonna, George Clooney and of course, President Bush.

        Well, there is no lack of controversies when it comes to anything Hollywood is involved in. Product (RED) has been criticized for not having an impact proportional to the advertising investment, being much less efficient than direct charitable contribution, as well as having a lack of transparency, with regards to the amount of money going to charity as a percentage of every purchase.

        Some critics argue that a retail middleman between donor and charity is unnecessary; donors should just give selflessly. Others have pointed out that its emphasis on funding treatment for AIDS sufferers meant that a large portion of the money will ultimately end up with pharmaceutical companies.

        But let's look on the bright side and hope that these remain controversies, as the (RED) campaign continues to flourish, bringing about a remarkable change in Africa. hooked

References:
http://www.joinred.com
www.cnn.com

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