Bottom Line for (Red)

Bottom Line for (Red)
Advertising
Piers Fawkes, PSFK
  • 6 february 2008

An article by the NY Times picks up on the continued discussion about how effective the (RED) AIDs charity really is and whether its partners advertising really benefits the charity.

Just over a year ago, the rock star Bono started Red, a campaign that combined consumerism and altruism. Since then, consumers have generated more than $22 million to fight H.I.V. and AIDS in Rwanda by buying iPods, T-shirts, watches, cologne and most recently — as anyone who watched the Super Bowl knows — laptops, with all of them branded “(Product)RED.”… detractors say Red has fallen short. They criticize a lack of transparency at the company and its partners over how much they make from Red products, and whether they spend more money on Africa or advertising.

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