Product Red

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Red Products , distribute as ( PRODUCT ) RED (TM) , is a licensed brand owned by RED that seeks to involve the private sector in raising awareness and funds to help eliminate HIV/AIDS in eight African countries. Licenses for partner companies include Nike, American Express (UK), Apple Inc., The Coca-Cola Company, Starbucks, Converse, Electronic Art, Head, Buckaroo, Penguin Classics (UK & International), Gap, Armani, Hallmark (USA) , SAP, Beats Electronics, Supercell, and PewDiePie YouTube Personality. The concept was founded in 2006 by U2 frontman and activist Bono, along with Bobby Shriver from ONE Campaign and DATA. The Global Fund to Fight AIDS, Tuberculosis and Malaria is the recipient of Red Product money.

As part of the new business model, each partner company creates products with the Red Products logo. In return for an opportunity to increase revenue through Red Product licenses, up to 50% of the profits earned by each partner are donated to the Global Fund. Since Red Products are owned by Red, a portion of contributions received from partner brands are set as earnings. The merger of humanitarian aid and nonprofit business like this is one example of "ethical consumerism".

In 2012, ONE acquires (RED) as a division of ONE. The two organizations were co-founded by Bono and Bobby Shriver.

Video Product Red

​​Dana Global

Created in 2002, the Global Fund to Combat AIDS, Tuberculosis and Malaria supports a large scale prevention, treatment and care program for these three communicable diseases. Today, a quarter of all international funding for HIV/AIDS-related programs, more than half for tuberculosis, and nearly three quarters for malaria worldwide are from the Global Fund. The concept of "performance-based funding" is the center of the organization and only grant recipients can show measurable and effective results of the money received will be able to receive sustainable financing. One hundred percent of the funds generated by partners and Red events go to the Global Fund program that provides medical care and support services for people affected by HIV/AIDS in Africa. There are no additional charges taken by Red or Global Fund. Red is the largest private sector donor to the Global Fund, and has generated over $ 500 million for HIV/AIDS programs in Africa by the end of 2017. In November 2013, Jony Ive and Marc Newson held an auction in Sotheby to collect millions of funds. The event was attended by major celebrities including Bono, The Edge, Hayden Panettiere, and Courtney Love.

Maps Product Red

Products

Products include:

• Bugaboo International. The design company makes pushchairs for babies and toddlers. Bugaboo accounts for 1% of its total revenue to The Global Fund.
• American Express Card Red. Launched in 2006. 1% of the spending was donated to the Global Fund.
• Gap sells a line of goods including T-shirts, jackets, scarves, gloves, jewelry, bags, and purses. Gap contributes 50% of all Red Products' profits directly to the Global Fund.
• Converse sells shoes made from African mud cloth.
• Giorgio Armani has announced Emporio Armani's range of products that include clothing, jewelry, perfumes and accessories.
• Motorola has announced a special edition of their SLVR, KRZR, and RAZR phones, with a 50% profit each purchase going to the Global Fund.
• Canon released their SD990 camera version along with a leather casing in 2008/2009. Only 500 are produced.
• Independent newspaper partnered with Red Products.
• Tour Hotel CafÃÆ' © presented by MySpace and Red Items.
• Apple Inc. released a 5th generation iPod Touch special edition with Product theme (RED). Furthermore, they have released several devices and accessories Products (RED). On October 29, 2013, Apple created and donated a one-of-a-kind (RED) Mac Pro computer auctioned by Sotheby at Auction (RED) on November 23, 2013 for $ 977,000 (Sotheby expects to bring $ 40,000-60,000). A nice pair of gold from Apple EarPods is auctioned for $ 461,000. Apple claims to have donated more than $ 160 million to the Global Fund.
• Nike has released a special line of red shoelaces, with the benefit of getting into a charity. Their motto is "Lace up, save lives." Didier Drogba is the face for the promotion of shoelaces.
• NEED magazine works with Product Red.
• Hallmark has introduced a Red Products greeting card.
• In partnership with Microsoft, Dell announces it will produce its upcoming computer version (XPS One, XPS M1530 and XPS M1330) with the PRODUCT (RED) version of Windows Vista Ultimate installed. The company also released the PRODUCT (RED) printer.
  • Microsoft will release the PRODUCT (RED) version of Windows Vista Ultimate as a stand-alone product.
• Girl Skateboard Company released a two-part deck series with a Red image (Product). Part of the profit goes to the charity.
• Starbucks participated during their 2008 holiday promotion. For each ordering a holiday drink, 5 cents goes to the Red Items. Starbucks also offers a Red Card, and donates five cents each time a card is used.
• The Killers write Christmas songs every year, with the latest being "I'll Be Home For Christmas" and a compilation album of all their Christmas singles, "Do not Waste Your Wishes," in RED help. One hundred percent of the profits are given to the charity.
• Flower (RED) new online flower delivery service launched in the UK.
• Monster Cable makes Beats special edition by Dr. Dre Solo HD with the name Solo HD (PRODUCT) RED
• Carolina Bucci has made a special edition of her Lucky gold and silk bracelet.
• Tourneau made two special edition watches, with 15% of the retail price contributing to the Global Fund to Fight AIDS, Tuberculosis, and Malaria.
• Belvedere vodka produces a special edition of a red bottle. Some of the results go to (PRODUCT) RED.
• The head (the company) produces a special RED handbag as part of the RED (PRODUCT) project.
• In 2014, U2 releases the "Invisible" charity single, and a Super Bowl ad to announce a partnership between RED and Bank of America.
• In 2014, some iOS apps and/or games, such as PewDiePie Tuber Simulator, Angry Birds, Cut the Rope 2, The Sims FreePlay, and Clash of Clans add 'RED' updates for a limited time (November 24 - December 7), where, 100% of the money spent on the application or making an In-app Purchase will go to the Global Fund.

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Criticism

The Red product has been criticized for not having a proportional effect on advertising investment, as it is far less efficient than the contribution of direct charities, and because of the lack of transparency with regard to the amount of money to be donated as a percentage of each purchase. Some critics argue that retail intermediaries between donors and charities are not needed; donors should just give. For example, some argue that Gap websites encourage consumption of products, thus encouraging companies to use products for publicity, rather than social responsibility. Although Red Products have helped provide funding and attention to the problem, it does not form a link between donors and recipients. Experts argue that this sacrifices the purpose of movement such as Red Products. Jessica Wirgau, a professor at the Virginia Polytechnic Institute stated that, "Red not only missed the opportunity to promote civic engagement with his audience but also... empowered the company to decide what causes to back up and for what degree." Another criticism is that Red Product expansion into traditional fundraising techniques, such as art auctions, underestimates its claims as a different and more sustainable approach to raising money for AIDS. Other critics have pointed out that its emphasis on funding care for people with AIDS means that large sums of money will eventually end with pharmaceutical companies "unwilling to distribute their drugs for free". Many are accusing a lucrative campaign by using disease as a marketing vehicle, for "causing branding" rather than corporate social responsibility. In Stanford's Social Innovation Review, Mark Rosenman writes that it is "an example of a corporate world that aligns its operations with the ultimate goal of increasing shareholder profits, except this time being shrouded in generosity patina."

The National Labor Committee for Workers and Human Rights criticized the Red Product for its link with the Gap, which has historically been the target of anti-sweatshop activists, although the anti-sweat organization of the workers, Labor Behind Label stated that Gap had "come far from many" to fight exploitation. Red Gap Clothing products are made in Lesotho rather than in China, beyond the requirements of the Red Products. The Labor Behind the Labels criticizes the Red Products for not requiring more action to protect the rights of the workers who make their products.

Data released in 2007 by Advertising Age claimed retail participants in the Red Products including Gap, Motorola and Apple had invested $ 100 million in advertising and raised only $ 18 million for the Global Fund. As of July 2010, however, Red claims to have raised more than $ 150 million.

In an effort to combat critics, especially about Red Product Transparency, around 2008, they applied a calculator to show consumers how many treatment doses would be received with Red Products purchases. With this, some claim that, "the campaign offers the illusion of activism without requiring a change of behavior or political involvement". While this criticism indicates that there is a negative aspect of the program, he also stated that "he found a way to produce something positive from the current system".

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Timeline

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See also

• Lazarus Effect
• The cause of marketing
• Global Fund to Fight AIDS, Tuberculosis and Malaria

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Note

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References

• Tim Weber (2006). "Bono bet on Red for Aids Battle". BBC. Retrieved February 26, 2006.
• Motorola Press Release Accessed May 15, 2006.

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External links

• Official website

Source of the article : Wikipedia