(RED) has over 3 million followers on Facebook and Twitter, making it the first nonprofit to reach over 1 million followers on both platforms. It partners with brands to create (RED) products and campaigns that have raised over $195 million for the Global Fund to fight AIDS. For a 2010 campaign with Starbucks and Foursquare, check-ins at Starbucks unlocked a limited badge and raised $250,000 in 8 days, exceeding the goal.

1. Chrysi Philalithes
Chief Digital Officer
@chrysi @joinRED

2. “
“(RED) is in a league of its own when
it comes to social media following.
Devex: International Development
(RED) IS THE FIRST
NON-PROFIT TO HAVE
REACHED OVER 1 MILLION
FOLLOWERS ON BOTH
FACEBOOK AND TWITTER.

3. THE LAZARUS EFFECT
Motselisi, Before & After 90 days of lifesaving antiretroviral
treatment - medicine that only costs 40 cents a day.

4. OUR GOAL
EVERY GENERATION IS KNOWN FOR
SOMETHING. LET’S BE THE ONE THAT
DELIVERS AN AIDS FREE GENERATION.

5. WE PARTNER WITH THE WORLD’S
MOST SOUGHT AFTER BRANDS...
SPECIAL EDITION

6. ...TO CREATE ICONIC (RED) ITEMS...

7. ...AND POWERFUL (RED) MOMENTS. ELLE GOES (RED)
(RED) LAUNCHES ON OPRAH
(RED) PARTNER ACTIVATION
THE WEB TURNS (RED)
VANITY FAIR GOES (RED)
SOTHEBY’S (RED) AUCTION
LANDMARKS TURN (RED) ON WORLD AIDS DAY

8. 6
YEARS WE’VE
IN JUST
+ Raised over
$195 MILLION
for the Global Fund
+ 100% of the money
goes to HIV/AIDS health
programs via the Global Fund
– no overhead is taken.
+ Global Fund (RED) grants
have impacted the lives of over
14 MILLION

9. Digital and social have been at the core with
an audience of OVER 3 MILLION people.
(RED)’s digital mantra in 140 characters:
PARTICIPATION NOT PROMOTION.
DIALOGUE NOT MONOLOGUE.
EMPOWERING NOT EXCLUDING.
INSPIRING NOT FORCING.
INNOVATING NOT FOLLOWING.

10. A FEW THINGS WE’VE
LEARNED ALONG THE WAY...
+ It’s about them, not us
+ Do the unexpected
+ I heart badges
+ A picture tells a thousand words
+ Fail quickly

11. (RED) + STARBUCKS
+ FOURSQUARE
Raised $250,000 in 8 days

12. FROM JUNE 1-10
Every time you checked-in on foursquare at a participating
Starbucks, they contributed $1 to the Global Fund.
AND FOURSQUARE
USERS UNLOCKED
A LIMITED EDITION
(RED)RUSH BADGE.

13. THE RESULTS
Goal
+ We achieved our goal of 250,000 check-ins in just 8 days – 2 days early!
Key foursquare Stats
+ Over 350,000 check-ins in 10 days
+ Starbucks saw a 20% lift in check-ins on launch day
+ Starbucks also saw a 27% lift in check-ins from the 10 days
prior, and a 25% lift from the 10 days post
+ This was foursquare’s largest non-profit campaign to date
Social Networks
+ Tens of thousands of tweets and Facebook posts were
generated from people checking in and unlocking the limited
edition foursquare badge

14. TURNING THE
WORLD (RED)
Both Online & Offline

15. For World AIDS Day 2010, over 90 landmarks around the world turned (RED).

16. TURNING THE WEB (RED)

17. Our campaign went live on November 29th
at approx. 4PM ET beginning with the lighting
of landmarks by time zone.
By 2:50AM ET on December 1st, we reached
our goal - our map of the world HAD turned
(RED) in every time zone because of social
media support.
All before the U.S. had woken up.

18. ONE COLOR
UNITES US
Facebook & Twitter Turn (RED)

19. ONE COLOR UNITES US
Literally turned (RED) – literally.
Twitter

20. ONE COLOR UNITES US
Facebook turned (RED) as well.

21. THE RESULTS
Twitter
+ Over half a million tweets turned (RED)
+ 111 followers per minute on World AIDS Day
Facebook
+ 148 new fans per minute on World AIDS Day
Overall Social Audience
+ (RED)’s social networking audiences grew by over 300,000
people during the week surrounding World AIDS Day 2009
Increased Fan Value
+ The increase in (RED)’s Facebook fans during the week of World AIDS Day
(225,660) could be estimated at around $30 MILLION in increased fan value
+ Syncapse – a measurement firm came out with a report in June 2010 that estimated the
average Facebook fan is apparently worth around $136.38 to any given brand
Reach
+ Through the help of media partners and friends of (RED), we were able to reach
close to 50 MILLION people on Twitter in one day
+ Brands pay celebrities & influencers to tweet for them and will often pay as much as $.0040 per follower –
which would be estimated at approx. $200k in media for one day (MediaBistro.com - Written by Matt Van Hoven on Dec. 21, 2009)

22. THANK YOU
@chrysi @joinRED