Companies from American Express, Converse, Gap and Armani are featuring red-themed products with proceeds donated to the Global Fund to fight AIDS, HIV, Tuberculosis and Malaria.
Fund executive director Richard Feachem hopes that Red would generate "tens of millions of dollars soon, hundreds of millions of dollars a little further downstream. Significant money."
American Express, will release a "Red" Amex card in the UK, and will donate at least 1% of every pound spent to the Global Fund.
Gap will produce Made in Africa "Red" T-shirts in the UK and the US in the spring. This will be followed by a "Red" product line and a global reach.
Watch out for "Red" Chuck Taylor All Star running shoes by Converse.
Armani will be starting out with sunglasses but will be extending his fondness of "Red" to a full line of products.
The Red partners have committed to donate 40% of their projects to the fund.
Traditional business models leave little room for great philantropic deeds. This project rewards the global community and shareholders. Let's hope that the success of this project leads to a greater global awareness from the business community.
