(RED) is a brand established by Bono and Bobby Shriver in 2002 to combat the HIV/AIDS epidemic in Africa by enabling consumers to contribute to charitable causes through everyday purchases. Partner brands pay a fee to use the (RED) brand and donate a percentage of sales to the Global Fund, which provides essential treatment for HIV, AIDS, tuberculosis, and malaria. Since its inception, (RED) has generated over $150 million, reaching more than 5 million people with crucial medical services.

1. (RED)
Social Change Through
Conscientious Consumerism
By Amanda Blanchette

2. (A Brand with a Plan)
Created in 2002, (RED) was the
brainchild of U2 front man Bono
and activist Bobby Shriver.
Upon seeing the devastating effect that the AIDS/HIV
epidemic was having on the continent of Africa they
knew they had to find a long term solution. Their
goal was to make it easier for the average consumer
to charitably give while making everyday purchases.

4. (MISSION)
“33 million people in the
world have HIV, 22 million
live in Africa. 67% of people
with HIV live in Africa yet
the continent is home to
just 10% of the world’s
population. The disease is
the leading cause of death in
sub-Saharan Africa with
approximately 3,800 people
dying 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.”-Joinred.com

5. (Images We Can NOT
Ignore)

7. (RED) is a brand. The idea is that the brand
can be used by partners for a fee. The
partner gets the benefit of being able to
promote and sell a product that is
responsible and charitable while (RED)
collects a percentage of each sale on top of
the fee. The money then goes directly to
the Global Fund which provides the funds
for treatment of HIV, AIDS, Tuberculosis,
and Malaria.
(HOW IT WORKS)

10. (PARTNERS)
Check out
joinred.com for a
complete listing

11. (VIP FRIENDS OF RED)
With (RED)’s co-creator being one of the most famous rock stars of all time, it is
no wonder that (RED) has a huge celebrity following. These individuals
frequently lend a hand, and a voice, to support (RED) and help with publicity.
Hayden Christensen
Penelope Cruz
Elle Macpherson
Iman
David Beckham

12. (RED IN THE MEDIA)

13. (HARNESSING SOCIAL MEDIA)

14. (SPREAD THE (RED) WORD)

15. (THE MESSAGE)
(RED) joined up with Spike Jonze, Lance Biggs, and HBO to create The
Lazarus Effect…a documentary about lives of several HIV+ Africans that
undergo the transformation that occurs when patients receive the
medical treatment that they so need.
link to:The Lazarus
Effect

16. (THE EFFECT)
Thanks to your (PRODUCT)RED™
purchases and
(RED) events, we have generated over $150
million for the Global Fund to help eliminate
AIDS in Africa. 100% of (RED) money is
allocated to one of the Global Fund (RED)
grants in Ghana, Lesotho, Rwanda, Swaziland,
South Africa and Zambia. More than 5 million
people have been reached with testing,
counseling, treatment, and other services due
to support from the Global Fund and (RED).”
-joinred.com
“

17. (PRINCIPLES)
•Expand opportunities for people in the continent of Africa.
Respect employees and ask partners to do the same with theirs and people that help make or deliver their goods
•Promote fight against AIDs/HIV in work place.
•See the power of community mobilized for hope, health and progress.
•Ask partners to uphold the same principles.

18. (TAKE ACTION!)

19. (CONCLUSION)
So, can (RED) change the world? I think the answer is yes!
They already are…..one sneaker at a time they are changing the
way we give. I’ve been a fan of the (RED) line for some time
now…lets just say that I’ve been

21. (RESOURCES)
(RED)'s Website
The Global Fund's Website