This month… seeing (RED)

I’ve often talked about different ways to give money to charity. So far, they’ve all involved actually “giving”…that is, donating money directly to a charity or group.

Now I’ll be the first to admit, just giving away money is sometimes a little hard to do. We’ve been raised in such a way as to believe that we should get something solid and tangible for our money.

One particular organization has recognized this aspect of Western psyche, and because of that they’ve set themselves up a little differently than most groups. They are: (RED).

Created in 2006 by Bono and Bobby Schriver, (RED) in itself isn’t a charity. That is, it doesn’t take any money. It’s really more of a brand. Different companies create (RED) products or services, and every time a consumer buys that product (or uses that service) the company responsible will give up to 50% of it’s profit to the Global Fund.

What is the Global Fund you may ask?

The Global Fund is a worldwide public/private partnership dedicated to the prevention and treatment of HIV/AIDS, tuberculosis and malaria. You can find more information at www.theglobalfund.org. Information specific to (RED)’s involvement can be found at www.theglobalfund.org/en/privatesector/red.

So, what can you do?

Simple: Buy (RED). Product Red offers hundreds of products to choose from, and each Product Red partner contributes a portion of their profits to the Global Fund.

Partners include…

  • Apple – The purchase of 1 Product Red iPod Nano can provide over 3 weeks of lifesaving medicine to someone living with HIV in Africa.
  • Converse – Every purchase of Converse Product Red shoes sends a contribution of 5-15% directly to the Global Fund.
  • Dell – Dell has commissioned global artists to create exclusive Product Red artwork for the Dell Design Studio. The purchase of a single Dell laptop can provide 45 days of medicine for someone living with HIV in Africa.
  • The GAP – GAP Product Red launched their Artist Edition T-shirts, a limited edition collection designed to eliminate AIDS in Africa. Half the profits from every GAP Product Red T-shirt go directly to the Global Fund.
  • Starbucks – The Starbucks Product Red line includes a water bottle, tumbler, and East Africa whole bean coffee. Every time you buy something with the (RED) label on it, Starbucks contributes to the Global Fund.

…and many many more.

Criticism

(RED) is not without it’s critics. One of the biggest criticisms levied against it is that (RED) promotes extreme consumerism; colloquially, “buying crap you don’t need”. To a certain extent, I can bring myself to agree with that criticism. As per my last article (The Story of Stuff), I do recognize that we do too much shopping and buy a lot of junk.

But here is what I have to say. Eventually, we all do need new stuff. And when that time rolls around, why not buy something that makes a difference? Find yourself in need of a new T-shirt? Grab one at the GAP and they’ll give money to the Global fund. Old iPod broken? Go for a Product Red Nano and provide an HIV affected person with 3 weeks worth of medicine. From Bugaboo baby strollers to Beats headphones, and Penguin Classics books to shoes (and the laces to go in them), you can buy the things you need and support the Global Fund at the same time.

More than shopping

The important thing is that, when you get down to it, (RED) is about more than shopping. It’s a way to raise awareness about an important issue facing Africa: HIV. Here are the facts:

  • 33 million people in the world have HIV. 22 million live in Africa. That’s 67% of the world’s HIV infected people living in a continent home to only 10% of the world’s population.
  • HIV/AIDS is the leading cause of death in sub-Saharan Africa, killing approximately 3,800 people per day.
  • Women make up approximately 60% of HIV infections in sub-Saharan Africa. As a result, an estimated 14.1 million children have been orphaned because of HIV/AIDS.
  • Every day, more than 1,000 children are infected with HIV.
  • The cost to keep someone living with HIV alive and healthy: 40 cents a day for 2 antiretroviral pills.

Those are the facts. So even if you think that (RED) is a monster that just lives to promote consumerism, I’m pretty sure you can agree with me that something needs to be done. Buying (RED) is just one way to help. Another option…donate directly to the Global Fund. Whatever you choose to do, the most important thing is that you do something.

Want more information?

Go to www.joinred.com for more information about products, partners, and where (RED) money is going.