(RED)

(RED)
Red · Public domain · source
Name	(RED)
Founded	0 2006
Founders	Bono, Bobby Shriver
Type	Social enterprise
Focus	HIV/AIDS in Africa
Headquarters	New York City, United States
Key people	Deborah Dugan (former CEO)
Website	red.org

(RED) is a brand-licensed social enterprise model founded in 2006 by musician Bono and activist Bobby Shriver. Its primary mission is to engage the private sector in raising awareness and funds to support the fight against HIV/AIDS, tuberculosis, and malaria, primarily in Africa. Funds generated are directed to the Global Fund to Fight AIDS, Tuberculosis and Malaria, a major international financing organization. The initiative is known for partnering with iconic corporations to create co-branded products, with a portion of the proceeds from sales being donated.

History

(RED) was launched at the World Economic Forum in Davos in 2006, against the backdrop of a global effort to address the HIV/AIDS pandemic. The concept was developed by Bono and Shriver following their work with the advocacy organization DATA and the success of the Product Red licensing model. The launch garnered support from prominent figures like Oprah Winfrey and partnered with initial corporate collaborators including American Express, Converse, and Gap Inc.. Its creation coincided with increased international focus on global health, partly spurred by initiatives like the U.S. President's Emergency Plan for AIDS Relief and the Millennium Development Goals.

Organization and partnerships

(RED) operates as a division of The ONE Campaign, the global advocacy organization co-founded by Bono. It functions by licensing the (RED) brand to partner companies, which then create specific products or campaigns. Notable long-term partners have included Apple Inc., Starbucks, The Coca-Cola Company, and Bank of America. Each partnership is structured with a guaranteed minimum donation to the Global Fund, with additional funds generated per product sold. The organization has also formed alliances with celebrities and influencers such as Gwyneth Paltrow, Steven Spielberg, and Lady Gaga for promotional campaigns.

Campaigns and initiatives

Major campaigns often align with significant dates like World AIDS Day. A landmark initiative was the launch of (PRODUCT)RED iPod by Apple Inc. in 2006, which was followed by special editions of iPhone and Apple Watch. Other notable efforts include the Starbucks (RED) campaign, which involved donation drives at its cafes, and the Coca-Cola (RED) "Coke Side of Life" campaign. In 2020, (RED) launched the "Fight Pandemic" initiative, expanding its focus to include the COVID-19 pandemic response in vulnerable communities supported by the Global Fund.

Impact and criticism

Since its inception, (RED) has generated over $700 million for the Global Fund, supporting programs in Ghana, Lesotho, Rwanda, South Africa, Eswatini, Zambia, and Tanzania. These funds have contributed to services like antiretroviral therapy, prevention of mother-to-child transmission, and counseling. Criticism of the model has centered on "cause marketing" or "slacktivism," with some arguing it allows for consumerism without deeper engagement in systemic issues. Concerns have also been raised about the proportion of sales actually donated and whether the partnerships primarily serve the marketing interests of major corporations like Nike, Inc. and Microsoft.

Branding and products

The (RED) brand is characterized by its distinctive parentheses and color, applied to a wide array of consumer goods. Products have ranged from Motorola phones and Dell computers to Beats by Dre headphones and Superga sneakers. Limited-edition items, like the Bugaboo International stroller and Georg Jensen jewelry, have targeted luxury markets. The branding is consistently leveraged in advertising campaigns, often featuring high-profile celebrities from the worlds of Hollywood, music, and sports to maximize visibility and consumer appeal.

Category:Organizations established in 2006 Category:Health charities based in the United States Category:HIV/AIDS charities