(RED) & PSFK Have A Little Back & Forth


Julie Cordua, VP of Marketing at the charity (RED), reacted to our recent opinion pieces, that spotlighted the amounts raised by the RED charity in 2006, by calling us up and then dropping us some details to correct us by mail.

Piers Fawkes, PSFK
  • 1 march 2007

Julie Cordua, VP of Marketing at the charity (RED), reacted to our recent opinion pieces, that spotlighted the amounts raised by the RED charity in 2006, by calling us up and then dropping us some details to correct us by mail. Here’s her response to this and this post on PSFK plus read further for our follow up questions and her answers:

JULIE: As we discussed, I want to provide corrections to a few of the inaccuracies in the article posted today at

You stated: “We highlighted last week the dismal amount of funds raised by the RED campaign in 2006 ($11m).”

Correction: In its first nine months (March – December 2006 in the UK and just October – December, 2006 in the US), (RED) generated more than $20 million dollars to the Global Fund.

Background: Our partner companies close their books at the end of the quarter which either ends Dec. 31 or at the end of their fiscal quarter. At that time, they are able to calculate total sales and total contributions. Therefore, the money in hand at the Global Fund on Dec. 31, 2006 does not fully reflect the total amount raised in a given year.

You stated: “all the marketing activity behind RED made you aware of the brand, not the underlying message of plight in Africa”

Correction: We’ve conducted brand research to gauge awareness and understanding of the concept. In the US, 20% of the US is aware of (RED) and aware of the underlying cause behind it.

Correct list of partners: Gap, Motorola, Converse, Emporio Armani, Apple and American Express (UK Only)

Additional facts:

(RED) has generated a mechanism for our partner companies to give more money to a single cause than they have ever before in a given year.

$20M to the Global Fund to is nearly 4 times the amount of private sector contributions that the fund has received since it was founded in 2002. And, this was raised in just nine months.

PIERS: Thanks… How much was spent on the total marketing budget for RED in 2006 by the partners?

JULIE: Hi Piers – each partner determines their own marketing budget that is appropriate to their target consumer so it varies by partner. We centrally don’t have a total amount that was spent from the partners.

PIERS: ok. so, let’s say $350m was spent on marketing. Doesn’t $20 seem a small figure in comparison?

JULIE: I can’t quantify the total amount spent on marketing across partners, although $350M is quite high if you evaluate — using publicly available information — the total spend of any of these companies in a given year. Either way, there are a couple of important points to consider:

1) (RED) has generated a mechanism for our partner companies to give more money to a single cause than they have ever before in a given year.

2) This model is designed to create a sustainable flow of dollars to the fund, year over year. This can only be done if it makes good business sense for the companies that are participating. If it doesn’t make business sense, there is not a reason for companies to continue participation over an extended period of time. That would mean that you then get a one time donation vs. a consistent flow of dollars to the fund.

3) Also, it is important to put the $20M in context – this is 4 times more than private corporations have given to the Global Fund since its inception in 2002. And, it was generated in just nine months.

What do you guys think?


Japanese Face Wash Creates A Perfect Rose Every Time

Arts & Culture
Mobile august 26, 2016

Get A Better Idea Of How You Are Wasting Your Time

The TouchTime app is trying to revolutionize personal task management by providing detailed insight on how to be more efficient

Culture august 26, 2016

London Telephone Box Repurposed As A Tiny Mobile Repair Shop

Tools and supplies to replace broken screens or damage are neatly stowed away in these micro-workrooms


Get PSFK's Latest Report: Future of Retail: Technology Primer

See All
Design august 26, 2016

Conceptual Sportswear Created Out Of Futuristic Condom Material

A Dutch fashion designer is experimenting with new methods and fabrics to make high performance clothing

Fashion august 26, 2016

Fashionable Tassel Will Ensure You Never Lose Your Valuables Again

The device is fashion meets connected tech, that will help you keep track of your belongings at all times

Syndicated august 26, 2016

Would You Wear Wool Shoes To Save The Environment?

As demand for wool shoes grows, a number of US footwear brands are heading directly to the source: the sheep pastures of New Zealand

Sustainability august 26, 2016

Self-Healing Material Is Fashioned Out Of Squid Teeth

Penn State researchers have devised a new textile that uses organic proteins

Arts & Culture august 26, 2016

Search Engine Turns Your Own Drawings Into Photos

This image-matching software accepts hand-made sketches instead of keywords


Future Of Work
Cultivating The Next Generation Of Leaders

PSFK Op-Ed august 25, 2016

Retail Expert: What Sustainability Means To The Millennial Generation

Jo Godden, Founder of RubyMoon, discusses how brands can limit their environmental impact worldwide

PSFK Labs august 25, 2016

PSFK’s Workplace Vision: How The Nurturing Of Seeds Will Come To Define The Onboarding Process

Our Future of Work vision is a service that allows companies to assemble and deliver welcome packets that are uniquely focused on the concept of growth

Arts & Culture august 26, 2016

Illustrator Interprets The Experiences Of Blind Travelers

Artist Alby Letoy creates drawings of poignant travel memories for the visually impaired

Advertising august 26, 2016

Clickbait Titles Used For The Good Of Charity

An agency devised an unlikely campaign that uses clickbait as a positive force to drive awareness to nonprofit initiatives

Advertising august 26, 2016

The Best In Eye-Catching Olympics Campaigns

PSFK rounds out the Rio Games with our picks for the best advertising moments off the field

Work august 26, 2016

Editorial Roundtable: The Arrival Of The People-First Workplace

Managed By Q, Soma, Workbar, Primary and thinkPARALLAX enumerate the reasons why companies need an employee-embracing workforce in order to exist

Arts & Culture august 26, 2016

Transforming Light Waves Into A New Art Form

An artist uses glass treated with layers of metallic coatings to create a unique installation called lightpaintings


Rio Olympics
Innovation Coverage From The Rio Games

Design august 26, 2016

This Windbreaker Lets You Explore The Outdoors While Charging Your Phone

The apparel includes solar panels that allow the wearer to stay connected through the power of renewable energy

Asia august 26, 2016

The Goal Of This Game Is To Not Get Laid Off From Your Job

A hit mobile app has you working really, really hard to not get fired as you climb the corporate ladder

Advertising august 26, 2016

Movie Critic Bot Guides Viewers Through Festival Offerings

The Toronto International Film Festival has created a Facebook Messenger chatbot to help attendants curate their schedule

No search results found.