Bono and I came to the World Economic Forum last January to announce a way of getting the best global marketing companies to go to work for people dying of AIDS in Africa. (RED) was that idea. The word, and most particularly the “embrace” logo ( ) conveys the idea that private sector businesses working together can achieve great results.
We have seen the beginnings of what this embrace can produce and we are absolutely sure of one thing: These companies are marketing geniuses.
The Converse mudcloth shoes—not our idea. They came from Dave Maddocks and his colleagues at Converse. The shoes are sold out. The phrase, “This card is designed to help eliminate AIDS in Africa” that is printed on the back of every American Express (RED) card came from John Hayes and the AMEX marketing team. Who would have imagined seeing that statement on a credit card! The iconic Gap advertising came from Annie Leibovitz, Trey Laird and amazing Gap team. It covered 10 miles of shop windows, as well as billboards, newspapers and magazines. In addition, Gap’s fantastic designs for the Lesotho-made t-shirt captivated Oprah Winfrey and her international audience. This shirt is the biggest-selling shirt in recent Gap history. Motorola inspired Kanye West, Chris Rock and Sheryl Crow to talk about the Global Fund and (RED), and they turned their premier product, the MOTORAZR, (RED). Giorgio Armani took over London Fashion Week for the first time ever to launch his collection for (RED), and then had a party in every store worldwide for World AIDS Day. Mr. Armani’s sunglasses and watches flew off the shelves. And Apple with the iPod nano (PRODUCT) RED Special Edition—it’s beautiful and is selling great—people love the color and they love the connection. It’s so popular that Apple even added an 8 GB model in time for the holidays.
All these smart people have gone to work for AIDS in Africa. That creativity—and the visibility and action it produces—will continue for the 2007 product year and beyond. That is really exciting. And of course the most compelling part is that the money earned has already begun to flow to programs in Rwanda and Swaziland.
In the last nine months, more than $20 million has been generated by (RED) partners—really by their customers—for the Global Fund. This is so, even though the full product line has been available only since October. And this $20 million is 4x more than the $5 million in private sector contributions that had been sent to the Fund in the prior 4 years. So (RED) is off to a good start. The launch of the full product range seems to have gotten through to customers in the US, UK, France and Japan. Brand awareness is now around 20 percent in major markets, which for a concept that was only announced a year ago is good. (RED) partners have produced iconic advertising and won awards for their campaigns. This is very good.
The big challenge we face is sustainability. Everywhere we go, people ask what our plans are for making this venture sustainable. Every time we answer “continuing innovation in products, continuing innovative campaigns to inform people that the (RED) embrace means money for medicine in Africa and continuing innovation with new product partners and their integration into the (RED) marketing system.” This is a very daunting task. We are depending on—and thankful for—our product partners and our customers.
Bobby Shriver
CEO
(PRODUCT) RED
P.S. Click here to read the (RED) Update, with information on how Global Fund-financed programs are using (RED) money.
Wednesday, January 24, 2007
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12 comments:
Thank you, Bobby, for your reflections on the first year of PRODUCT (RED). It has been a TRULY AMAZING YEAR for all concerned - from the participating businesses, to the questioning media, to the dedicated staff at the PRODUCT (RED) office, to the thousands of eager consumers like myself who have bought and continue to buy PRODUCT (RED).
And while it is AWESOME that so much money has been raised in the first year of (RED) for the Global Fund, we all know that there is SO MUCH MORE TO DO!
The issue for (RED) is sustainability but I feel that you all are up to the challenge of continuing to bring to the buying public new and creative products that will keep PRODUCT (RED) at the forefront of conscious consumerism.
So, KUDOS TO (RED)! It is well deserved. And you can count on all of us to continue to support this idea and to HELP IT GROW AMONGST THE BUYING PUBLIC.
Thank you, Bobby, for your vision and your determination to make sure that (RED) became a success.
And surely THANK YOU, BONO for all the humanity and all the hope that you have brought us by envisioning a world where the barriers between rich and poor can begin to crumble.
I look forward to what is in store for all of us at this year's WEF.
I know that we will be well represented by the two of you.
Take very good care, everyONE. Blessings are always around.
ALWAYS (RED) AT HEART, debbie
thank you Bobby, and happy anniversary (red) !
so very proud of all you've done here in the past year. your staff is awesome. the product line is over the top. please, AMEX in america soon! at least (red) AMEX prepaid or gift cards?
bless your year and every last pill that this venture provides. you are an inspiration to the world.
stay close,
sammi f(red)enburg
seattle
Bobby-I am wearing my 'red' teeshirt, just in from exercise & it's such a comfortable nice looking tee...will buy some for my friends as gifts..
I worked for Motorola years ago in sales & they are a great company! Check out my African cause too...Ly--
Congrats on a great year. I'm looking forward to seeing more great (RED) products in Canada.
I was thinking that you should sell the GAP ads as posters, their great.
I am so glad to see that product (red) is making a difference! I am telling everyone I know!!! I love you guys and if there is anything I can do besides buying the product let me know!!
imagine (RED) art exhibitions opening globaly. A twist upon those of us who endured world aids day where in honor pf our fallen artists, museums were closed.i live in Miami and would so love to spear head such a project.spoken word would be a lovely addition.
karen
goodmorningside2@bellsouth.ner
as an artist who endured those "beginning days" and wretched years that followed. why not a twist upon "a day without art" and on december first, spearhead a global "world with art(RED)" exhibition in as many cities as possible.it would be a truly "scarlet"letter of attention.
i live in miami florida and would love to spearhead the project
fow(RED).poetry and spoken wo(RED)
could also be venues .
peace karen
goodmorningside2@bellsouth.net
Thanks for the update and for some substantial numbers and info - makes me want to keep going with this (seeing results always makes me want to keep going). And thanks also for more stuff showing up in Canada. This is just the beginning.
I am still awed by the work (RED) and as Bobby notes: "The big challenge we face is sustainability." With all these funds ($20 million) spurred by (RED) I cannot help but wonder if the Global Fund is sustainable. Sure there is a great argument for, but it seems to me that the Global Fund has too much red tape and not enough partnership with effective groups on the ground in Africa.
If anything (RED) has opened the eyes of the world. So many more people talk about AIDS and Africa and access to basic healthcare. The (RED) campaign has assisted my own campaign to provide basic healthcare in Africa as more people become interested and want to get involved.
Goodwork, I look forward to hearing the positive changes of the future.
www.scoutbanana.org
Hello to the(RED)team. Davos was my first introduction to (RED)and before last week I had never heard of (RED) - nor had I seen any advertisements promoting awareness ... besides the very enthusiastic Bobby that happened to be staying at my Hotel in Davos. The organization is extremely lucky to have his leadership. So if I can suggest a few products that might be fun for (RED)... red yoga mats and yoga accessories, Jimmy Choo red shoes, have you spoken to Red Envelope or Gaiam? Unique (RED)art objects ... red happens to be my favorite color and it's actually not that easy to find alot of items that are RED. Good luck with your great work!!
Quick update. I live in Georgetown and tonight I went past the GAP and the window display was all (RED) products. AWESOME! They were closed, but planning to stop in tomorrow to purchase gifts for myself and friends. I hope all the GAP stores around the world are displaying (RED) products! I've been telling everyone I know!
I'm an artist in Nashville, and am not very cash rich, but am fairly inventory rich in artwork. Is there any way I could donate a portion of each sale of my work to red? I'm working on a series of sculptures each made out of thousands of red crayons I think might be pretty fun. I guess I'd like to know more about how to become a participating business. Great idea, thanks for doing some real good. Herb
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