(RED) as the New Pink?
We’re all pretty much used to the idea of having October as the month for Breast Cancer Awareness. That’s all fine and dandy, but consumers with heart are going to have to either pick sides or divide their spending among another worthy cause. Project (RED) is the brainchild of U2 lead singer Bono and Bobby Shriver, Chairman of DATA, to raise money and awareness to help women and children affected by HIV/AIDS in Africa.
“What’s the meaning of the parentheses or brackets? Well, we call them “the embrace.” Each company that becomes (RED) places its logo in this embrace and is then elevated to the power of red. Thus the name — (PRODUCT)RED.”
The group has teamed up with some of the most iconic and brand worthy companies on the planet (GAP, Armani, Motorola, AOL, AMEX, to name a few) with a percentage of each purchase going to The Global Fund.
We’ve discussed in other posts, the precarious line these businesses walk as they use charity to compete for consumer dollars. But, at the end of the day, if this is what it’s going to take to kick start micro-philanthropy via a new pair of jeans, or a dinner out charged to my (RED) AMEX, then so be it. Our only fear is that consumers will cease to be involved beyond the purchase.
