(RED)Social Change Through

Conscientious ConsumerismBy Amanda Blanchette

(A Brand with a Plan)Created in 2002, (RED) was the

brainchild of U2 front man Bono and activist Bobby Shriver.

Upon seeing the devastating effect that the AIDS/HIV epidemic was having on the continent of Africa they

knew they had to find a long term solution. Their goal was to make it easier for the average consumer to charitably give while making everyday purchases.

(MISSION)“33 million people in the

world have HIV, 22 million live in Africa. 67% of people

with HIV live in Africa yet the continent is home to just 10% of the world’s

population. The disease is the leading cause of death in

sub-Saharan Africa with approximately 3,800 people dying 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.”-Joinred.com

(Images We Can NOT Ignore)

(RED) is a brand. The idea is that the brand can be used by partners for a fee. The

partner gets the benefit of being able to promote and sell a product that is

responsible and charitable while (RED) collects a percentage of each sale on top of the fee. The money then goes directly to the Global Fund which provides the funds for treatment of HIV, AIDS, Tuberculosis,

and Malaria.

(HOW IT WORKS)

(PARTNERS)

Check out joinred.com for a complete listing

(VIP FRIENDS OF RED)With (RED)’s co-creator being one of the most famous rock stars of all time, it is

no wonder that (RED) has a huge celebrity following. These individuals frequently lend a hand, and a voice, to support (RED) and help with publicity.

Hayden Christensen

Penelope Cruz

Elle MacphersonIman

David Beckham

(RED IN THE MEDIA)

(HARNESSING SOCIAL MEDIA)

(SPREAD THE (RED) WORD)

(THE MESSAGE)(RED) joined up with Spike Jonze, Lance Biggs, and HBO to create The

Lazarus Effect…a documentary about lives of several HIV+ Africans that undergo the transformation that occurs when patients receive the

medical treatment that they so need.

link to:The Lazarus Effect

(THE EFFECT)Thanks to your (PRODUCT)RED™ purchases and (RED) events, we have generated over $150 million for the Global Fund to help eliminate

AIDS in Africa. 100% of (RED) money is allocated to one of the Global Fund (RED)

grants in Ghana, Lesotho, Rwanda, Swaziland, South Africa and Zambia. More than 5 million

people have been reached with testing, counseling, treatment, and other services due to support from the Global Fund and (RED).”

-joinred.com

“

(PRINCIPLES)•Expand opportunities for people in the continent of Africa.

•Respect employees and ask partners to do the same with theirs and people that help make or deliver their goods.

•Promote fight against AIDs/HIV in work place.

•See the power of community mobilized for hope, health and progress.

•Ask partners to uphold the same principles.

(TAKE ACTION!)

(CONCLUSION)So, can (RED) change the world? I think the answer is yes!

They already are…..one sneaker at a time they are changing the way we give. I’ve been a fan of the (RED) line for some time

now…lets just say that I’ve been

(RESOURCES)

(RED)'s Website

The Global Fund's Website