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(RED):                        A new model    Launched in 2006 by rock star Bono and politician Bobby Shriver,
                                             (RED)’s ambition was to harness the power of the world’s greatest
$125M TO                                     companies to eliminate AIDS in Africa. It created both a new business
FIGHT AIDS                                   model and a new brand model that would do three things: deliver a

                                             provide consumers with a choice that makes giving effortless, and

                                             companies.

                     Conscious consumption
                                             board. So we helped founder Bobby Shriver and his team to paint a
                                             vision of what (RED) could be. This vision of the future provoked
                                             Amex, Converse, Emporio Armani and Gap to take the plunge. We
                                             built the brand around the idea that (RED) inspires, connects and
                                             gives consumers power, creating a new kind of conscious
                                             consumption. And we designed a unique brand architecture that
                                             unites participating businesses by literally embracing their logos.
                                             Many partners have gone the extra mile and manufactured products
                                             or packaging in African countries, generating jobs and opportunities
                                             for local people.

                               $45 million
                                             registered 30% unaided awareness. Over 1.35 million people
                                             watched a YouTube video showing the impact and there are over
                                             850,000 (RED) friends on MySpace. By April 2009, $125 million
                                             (RED) partners delivered to the global fund, more than most
                                             countries donated in the same period. This is enough money to

Wolff Olins

+44 20 7713 7733
+1 212 505 7337
www.wolffolins.com                           © 2008 Wolff Olins Limited. All rights reserved.

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(RED) Case Study

  • 1. (RED): A new model Launched in 2006 by rock star Bono and politician Bobby Shriver, (RED)’s ambition was to harness the power of the world’s greatest $125M TO companies to eliminate AIDS in Africa. It created both a new business FIGHT AIDS model and a new brand model that would do three things: deliver a provide consumers with a choice that makes giving effortless, and companies. Conscious consumption board. So we helped founder Bobby Shriver and his team to paint a vision of what (RED) could be. This vision of the future provoked Amex, Converse, Emporio Armani and Gap to take the plunge. We built the brand around the idea that (RED) inspires, connects and gives consumers power, creating a new kind of conscious consumption. And we designed a unique brand architecture that unites participating businesses by literally embracing their logos. Many partners have gone the extra mile and manufactured products or packaging in African countries, generating jobs and opportunities for local people. $45 million registered 30% unaided awareness. Over 1.35 million people watched a YouTube video showing the impact and there are over 850,000 (RED) friends on MySpace. By April 2009, $125 million (RED) partners delivered to the global fund, more than most countries donated in the same period. This is enough money to Wolff Olins +44 20 7713 7733 +1 212 505 7337 www.wolffolins.com © 2008 Wolff Olins Limited. All rights reserved.