(RED)

(RED) is a commercial initiative designed to create awareness and a sustainable flow of money from the private sector into the Global Fund. It is an effort to engage the private sector and its marketing prowess in mobilising consumers to think responsibly when they choose to spend money - thereby supporting such initiatives as HIV training for peer educators working to address AIDS in Africa.

The (RED) campaign draws on a number of meanings meant to be powerful and to inspire awareness and generous action. Red is the colour of emergency and the colour of blood, which is one of the ways HIV enters the system. Organisers call the parentheses around the word 'red' "the embrace"; each partnering company that places its logo in this embrace - and that then sells products bearing this logo - "is then elevated to the power of red." (This is a business model designed around the premise that brands will choose to become "(RED)" in an effort to meet the needs of socially responsible consumers who are seeking these brands, in an effort to save lives). The vision is that of a community mobilised for hope, health and progress, as illustrated by this motivational note from organisers: "You, the consumer, can take your purchase to the power of (RED) simply by upgrading your choice. Thus the proposition: (YOU)RED. Be embraced, take your own fine self to the power of (RED). What better way to become a good-looking samaritan?!" (RED) products include tee-shirts, cell phones, sneakers, iPods, scarves and sweaters, and the like (for details, visit the (RED) website).

ICTs are being used to spur engagement in this campaign. For example, an online "video wall" includes streaming video of people - world leaders, celebrities supporting the campaign, people involved in creating the products, and citizens/consumers talking about what (RED) means to them. A blog is designed to connect people who are interested in (RED), and to share news about the campaign. (RED) partners such as the Gap (a United-States-based brand/clothing company) have set up websites to share information about AIDS and to encourage participation in the campaign; click here to visit the "Stories" section of that website.

Celebrity involvement - and the integration of (RED) into the entertainment and media sectors - is a core strategy. For instance, actress Penelope Cruz discussed (RED) on the Ellen Degeneres (talk) Show, and then on Thanksgiving (in the United States) 2006 MTV Networks aired the (RED) Manifesto. A group of (RED) friends and Bono/U2 fans are banding together to "turn Aloha Stadium [in Hawaii] (RED)" during a U2 performance; they have created a webpage to share ideas about how they will support (RED) both at the concert and beyond. In honour of World AIDS Day (December 1), Google, MySpace, and YouTube all featured (RED) on their homepages. MySpace and Dazed & Confused magazine joined forces to support World AIDS Day and (RED) by encouraging people across the globe to submit still images, illustrations, or animated sequences themed on the colour red, with prominent personalities such as such as Samantha Morton, Juliette Lewis, Rhys Ifans, Roman Coppola, Helena Christensen and Bjork taking part. The United Kingdom (UK)-based newspaper Independent "turned (RED)" by featuring special stories and interviews and adding the (RED) logo prominently on its website.

HIV/AIDS.

Created in 2002, the Global Fund is a public-private partnership which enables countries to design and execute their own programmes in an effort to provide knowledge and tools to fight AIDS, tuberculosis and malaria. According to (RED) organisers, private businesses contribute less than 1% of the Global Fund's resource needs. (RED) is designed to kick-start a steady flow of corporate money into the Global Fund. Established brands who license the (PRODUCT) RED mark - that is, (RED) partners - send a portion of the profits made on (PRODUCT) RED products directly to the Global Fund to fight AIDS in Africa. The Global Fund then transfers those funds to (RED) grants in line with the achievement of their respective performance targets. Over US$10 million has already been raised to date, reaching grant recipients in Rwanda and Swaziland.