(RED), the initiative launched last year to engage corporate and consumer power in the fight against AIDS in Africa, says that sales of RED-branded products have raised more than $45 million for the Global Fund.
A (RED)-branded American Express card in the UK, a (RED) i-Pod, Converse sneakers and phone handsets from Motorola are among the products that have generated the funds. The (RED) contribution to the Fund outstrips pledges from Ireland ($27 million), Australia ($15 million), Denmark ($25 million), Belgium ($16 million) and Switzerland ($5 million) in 2007.
The Global Fund directs (RED) donations to specific AIDS programmes in Africa with a focus on women and children. $30 million of money donated by (RED) has already reached AIDS programmes in Rwanda, Swaziland and Ghana, where it is supporting antiretroviral therapy, education and support for vulnerable children, support groups for people living with HIV and new clinics.
“(RED)’s contribution of $45 million to the Global Fund in the short period since it was launched in 2006 means that private sector contributions to the Global Fund are at a completely new level,” said Dr Michel Kazatchkine, executive director of the Global Fund. “(RED) has shown that it is possible to do good business while also doing good. It gives consumers a way to really impact upon the lives of people affected by AIDS in Africa.”
According to the (RED) website, the purchase of one i-Pod Nano will finance antiretroviral treatment for an adult for one month. In common with most charity branded credit cards, 1% of total transactions on the (RED) American Express card is donated to the Gobal Fund each month.
You can find out more about (RED) at the Product Red website.