Friday night.
(RED) take Robert to see U2 at Wembley Stadium. Bono and the band keep 90,000 people on their feet for nearly two and a half hours. Not bad for a bunch of guys who are fast approaching fifty!
But we're not here to blog about Robert's social life. We're here to blog about (RED) www.joinred.com
(RED) is now run outside the USA by a remarkable guy called Seb Bishop. Robert first met Seb when he worked at RKCR as an art director, but since then, Seb's gone onto far, far greater things.
To date (RED) have been highly successful in the USA, but arguably lower profile outside the USA. It's Seb's job to take (RED) to the next level in the UK, and internationally.
So just for the record, this is how (RED) works. And what (RED) has achieved since Bono and Bobby Shriver launched it at Davos in 2006...
1) (RED) is a brand. It is funded by other brands. (RED)'s role is to engage the private sector in the fight against HIV/Aids in Sub Saharan Africa.
2) Other brands pay (RED) a fee to licence the (RED) brand.
3) Other brands then launch (RED) branded products. eg The (RED) ipod. And the (RED) Amex.
4) A significant percentage of profits from those products then goes direct to the global fund to fight aids. The money goes direct to the 'front line.' None of the money is wasted on overhead. This is an unusually efficient way to get the money direct to where it can make the biggest difference.
5) Apple, Converse, Armani, American Express, Dell, Microsoft, Hallmark, Gap have all 'turned (RED).' In fact, (RED) now has hundreds of (RED) products selling in over 60 countries around the world. And there are more in the pipeline.
6) (RED) has raised over $130 million to date through the sale of (RED) branded products and services.
7) (RED) money has touched over 4million Africans, and currently supports over 117,000 people on daily ARV's (anti retro viral drugs).
8) (RED) has provided over 70,000 HIV positive pregnant women with preventative antiretroviral therapy. This therapy significantly reduces the risk of mother-to-child transmission.
We think even the most cynical would agree that (RED)'s achivements to date are significant.
So why are we telling you this?
Firstly, because we think ideas like (RED) are the future. Brands that fail to put social good at their hearts are going to struggle. Consumers are going to demand the brands they buy add social value, as well as washing their whites whiter.
Secondly, because Campbell Lace (BETA) would like to play our part in helping the (RED) go onto even greater things.
Bono, Bobby Shriver and the guys at (RED) have had a brilliant idea, from which everyone benefits. The consumer. Brands. And most of all, those in Africa afflicted with HIV.
As an industry we'd be crazy not to embrace (RED).
