An article in leading European marketing magazine Marketing Week tries to take a balanced view of the (RED) controversy... yes but if (RED) sold at least 5 licenses to brands for $10 million each , how did they only raise $20 million for charity?

An article in leading European marketing magazine Marketing Week tries to take a balanced view of the (RED) controversy. Marketing Week says:

RED claims the money it has raised for the Global Fund will put 160,000 Africans on life-saving anti-retroviral drugs and feed and educate orphans in Swaziland. It is statistics such as these that show the power of cause-related marketing to disarm critics and leave them spluttering. After all, who would be willing to tell a group of Africans that they cannot have the anti-retroviral drugs they need because the manner of raising the funds seems morally questionable?

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