More Questions About RED Charity

We highlighted last week the dismal amount of funds raised by the RED campaign in 2006 ($11m). Since then, there have been others whispering about the failure of RED too. Take for example this campaign called LESS that Josh Spear highlights which, apparently, allows folk to donate to great charities without buying products from a major brands.

Elsewhere, Copyranter says one of GAPs big problems was that their RED campaign was a “yawn” and Marketing Vox says that $11.3m is a “surprisingly low figure given the number of brands and exposure it yielded from a multi-channel blitz”.

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After Huge Marketing Effort, RED Only Delivers $11.3M