The document summarizes information about the (RED) campaign, which was founded by Bono and Bobby Shriver to raise money for HIV/AIDS programs in Africa. Over 34 million people have HIV globally, with over 22 million cases in Africa alone. (RED) partners with private companies to develop (PRODUCT)RED branded items, with a percentage of the profits going to the Global Fund to finance HIV treatment and care programs. The campaign targets socially-conscious consumers ages 20-50 through partnerships with brands in industries like coffee, fashion, technology, music and premium products. Through these partnerships and promotional efforts on social media platforms, (RED) has successfully raised hundreds of millions of dollars to support HIV/AIDS programs.

1. http://www.joinred.com/red/

2. 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.

3. (RED) History
To help combat those statistics Bono
and Bobby Shriver developed the
(JOIN) RED campaign in order to
fight against AIDS in Africa. The
name (RED) was chosen as a play on
representing “emergency”.
The campaign (continued goal is
to influence consumers to
purchase (PRODUCT) RED from
any of its partners in order to
raise money for the HIV and
AIDS antiretroviral pills.
Global Fund receives a percentage of the
profits (which can be up to 50%) from
each product sold from any of the
(PRODUCT) RED partners.

4. (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.

5. (RED)Strategy

6. (RED)Target Audience
The 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.

9. https://twitter.com/#!/joinR
ED
TWEETS: 2,521
FOLLOWING: 6,421
FOLLOWERS: 1,046,798
http://www.facebook.com/joi http://www.youtube.com/us
nred er/joinred
SUBSCRIBERS: 7,583
LIKES: 1,320,414
TOTAL VIEWS: 578,958
TALKING ABOUT: 11,839

11. Has it been
a success?
Product (RED)

12. The (2015) Quilt