34 million people in the world have HIV; over 22 million of those people live in Africa.Facts Approximately 3,600 people in the sub- Saharan die every day from AIDS. It costs around 40 cents a day for the 2 antiretroviral pills needed to help keep someone living with HIV alive and healthy. Yet more than 70% of people in sub-Saharan Africa live on less than $2 a day.
(RED) HistoryTo help combat those statistics Bonoand Bobby Shriver developed the(JOIN) RED campaign in order tofight against AIDS in Africa. Thename (RED) was chosen as a play onrepresenting “emergency”.The campaign (continued goal isto influence consumers topurchase (PRODUCT) RED fromany of its partners in order toraise money for the HIV andAIDS antiretroviral pills.Global Fund receives a percentage of theprofits (which can be up to 50%) fromeach product sold from any of the(PRODUCT) RED partners.
(RED) Objective• (RED)s primary objective is to engage the private sector in raising awareness and funds for the Global Fund, to help eliminate AIDS in Africa.• Companies whose products take on the (PRODUCT)RED mark contribute a significant percentage of the sales or portion of the profits from that product to the Global Fund to help finance AIDS programs in Africa, with an emphasis on the health of women and children.
(RED)Target AudienceThe main target audiences for (RED) are: Consumers in there 20’s to early 50’s who make socially responsible purchases. Coffee lovers Fashion Lovers Technology drivers Music lovers Premium product lovers Even though the target audience of (RED) is geared towards awiderange of people the significance of the campaign stands the same, help fight AIDS everywhere.