Product Red

Product Red, also stylized as (PRODUCT)RED, is an international brand that partners with the private sector to raise awareness and funds to help eliminate HIV/AIDS in eight African countries. It was founded in 2006 by Bono and Bobby Shriver of the ONE Campaign and DATA.

History

Product Red was launched at the World Economic Forum in Davos, Switzerland, in January 2006. The initial partners were American Express, Converse, Gap, Emporio Armani, and Motorola. The concept was inspired by the philanthropic efforts of Bono, the lead singer of U2, and Bobby Shriver, an activist and member of the Kennedy family.

Partnerships

Product Red has partnered with several high-profile brands to create co-branded products, a percentage of the profits from which go to the Global Fund to Fight AIDS, Tuberculosis and Malaria. These partners include Apple, Nike, Starbucks, Converse, Coca-Cola, and Gap.

Impact

As of 2018, Product Red has generated over $600 million for the Global Fund, impacting nearly 140 million people with prevention, treatment, counseling, HIV testing and care services.

Criticism

Despite its success, Product Red has faced criticism. Some argue that it allows corporations to profit off the suffering of Africans. Others question the effectiveness of consumer-driven philanthropy.

See also

• Bono
• Bobby Shriver
• ONE Campaign
• Global Fund to Fight AIDS, Tuberculosis and Malaria