“What we collectively choose to buy, or not buy, can change the course of life and history on this planet.”
— From the (RED) Manifesto

(PRODUCT) REDThe (RED) project was created by Bono and Bobby Shriver, to raise awareness and money for The Global Fund by teaming up with the world’s most iconic brands to produce (PRODUCT)RED branded products.

A percentage of each (PRODUCT)RED product sold is given to The Global Fund. The money helps women and children affected by HIV/AIDS in Africa.

Apple and Motorola began selling red-colored electronics in the United States yesterday to raise awareness and money for the fight against AIDS in Africa, as well as tuberculosis and malaria.

San Francisco retailing giant Gap Inc. also rolled out an entire line of red clothing and accessories, much of it made in Africa, and pledged to donate half the profits from it to the Global Fund.

Other businesses who have already jumped on the (PRODUCT) RED bandwagon are: Converse, Emporio Armani and American Express.

I think this is a great idea and project which I hope will help in making the situation in Africa even a bit better. I truly respect Bono for all the work he’s been doing to help in the African continent over these past years, and this project with Bobby Shriver is another great initiative by him. Bravo to both men.

[More: (PRODUCT) RED, (BLOG) RED, Flickr (RED)]

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