motorola joins (red)

When Bono of U2 announced his new venture (RED) last January, many were skeptical – few believed it would work. Now with yet another heavyweight brand on board – Motorola – the campaign has a portfolio bigger than Leo Burnett and charitable sincerity that is difficult to challenge.

For now, RED Motorola mobile phone users can contribute with each call, text and download, to the elimination of AIDS in Africa. The first product in Motorola’s new (MOTO) RED portfolio is a super-slim, ultra-chic and a vibrant red – MOTOSLVR – a stylish and responsible choice for forward-thinkers.

“RED is a 21st century idea. It’s an amazing thing that these companies are doing – lending their creativity and financial firepower to the Global Fund’s fight against AIDS in Africa, the greatest health crisis in 600 years”, says Bono in explaining the whole campaign. He continues “I think doing the (RED) thing, doing good, will turn out to be good business for them”. Many are tired of the usual advertising campaigns that do little but paint the lining of some agency – (RED) will path a way for socially responsible advertising.

Adding to Bono’s comments, a company spokesperson from Motorola said they wanted to give back to a region that had been acquainted with their brand for some 30 years. The total of their giving is impressive – combining Motorola and the retailer partners in the UK, they will contribute around £10 from every red MOTOSLVR handset purchase.

For further details visit:
www.joinred.com