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After Huge Marketing Effort, RED Only Delivers $11.3M

After Huge Marketing Effort, RED Only Delivers $11.3M
Advertising

200702191327-1The RED charity brand has reported that they have raised a total of $11.3 million in contributions in the year that it has launched. 2006 witnessed a huge marketing push which leveraged partners including Nike, GAP and American Express. The charity itself spent less than a million dollars, the LA Times reports but we assume that the advertising spend by the partners must have been massive.

Piers Fawkes, PSFK
  • 19 february 2007

The RED charity brand from the Global Fund has reported that they have raised a total of $11.3 million in contributions in the year that it has launched. A tiny fraction of the $6.6 billion funds the Global Fund has committed to 460 programs in 136 countries. 2006 witnessed a huge marketing push which leveraged partners including Nike, GAP and American Express. The charity itself spent less than a million dollars, the LA Times reports but we assume that the advertising spend by the partners must have been massive. We tried our best to find out what the total marketing budget associated with the RED campaign was for 2006 but we couldn’t find a figure.

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