(RED) on the Mass Pike

Look how good (RED) looks on the Mass Pike!

A Message from Bobby

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.

SHA(RED)

Instead of sending a traditional greeting card, Mr. Armani created his own SHA(RED) holiday card, a (RED) word that best captures the spirit of the holiday season, to send to his personal friends, business contacts, fashion editors and friends of the house of Armani. Mr. Armani said of his card: "I wanted to let my nearest and dearest know that Emporio and I are deeply committed to (PRODUCT) RED, and we are proud to help this important initiative come to life."

We are thrilled to share his card with you:



In case you have trouble reading what Mr. Armani said on the inside of the card (above):

This holiday season, in recognition of the launch of the pioneering economic initiative (PRODUCT) RED, I am pleased to send you my very best wishes through a special donation I am making on your behalf to the Global Fund to help fight AIDS in Africa. The important efforts of this organization are particularly directed to projects supporting women and children affected by this disease. Wishing you an enjoyable holiday season and a happy new year. -Giorgio Armani