(RED) was created by Bono and Bobby Shriver, Chairman of DATA 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.
What's the meaning of the parentheses or brackets? Well, we call them "the embrace." Each company that becomes (RED) places its logo in this embrace and is then elevated to the power of red. Thus the name -- (PRODUCT)RED.
You, the consumer, can take your purchase to the power of (RED) simply by upgrading your choice. Thus the proposition: (YOU)RED. Be embraced, take your own fine self to the power of (RED). What better way to become a good-looking samaritan?!
Hmm... For some reason, that last paragraph makes me cringe, especially the whole "good-looking samaritan" thing.
Here's a crazy idea: INSTEAD of buying a $28 T-shirt or a $75 hoodie or a $175 cashmere sweater (yep...that's $175) from The Gap, one that you probably don't really need anyway, why not rescue (recycle) an old T-shirt, hoodie, or sweater from a thrift shop for $2, then give the rest directly to the Global Fund to Fight AIDS? Seems like a more efficient solution to me.
Am I being too snarky here? Too cynical? I'm curious to know what you think.
UPDATE 2009: the GAP is no longer selling a $175 cashmere sweater under the RED brand (maybe they figured out how ridiculous that sounded).
5 comments:
I have always been a little conflicted on the (red) campaign. On one hand I think that it is a great awareness system since it goes to people where they are and gets the message out. If you want to talk to the American people one of the best places to go is probably the mall.
But at the same time what they seem to be doing is nothing special. It is perpetuating one of the systems present in the world that keeps the very individuals that they are helping in impoverished situations. You cannot speak of the problems in Africa without brining up the economic disparity in the world. By working in our system of free market capitolism we only keep that system going.
(Red) can do a lot of good in that it can lead others to action, but if that action is only based in fashion it does little to reduce the self-centered nature of the American consumer.
You're both on point. "Meet people where they are" is a good way to think about it, Nick. I can also see Nate's point about structural problems being left unchecked...not that I think any form of socialism is the answer, but strong checks are needed in specific sectors of a capitalist system where distortions of the common good occur. And more than that, civil society (the culture itself, the individuals and non-govt groups within it), needs to change from the grassroots up...
I understand your concern for (RED). Its a sad fact that people are more willing to purchase a (RED) product to help the fight against AIDS instead of simply giving more of their money to the Global Fund. What I do like is the idea of actually getting something done. It may be a sad fact that its come to (RED), but the fact is, the campaign is working to raise money. People who may otherwise have purchased an iPod for themselves can give a little money towards an important cause. I guess its succeeding because it is an attempt to meet people where they are. I am not sure on the exact quote but Bono said something along the lines of, "You gotta meet people where they are, and Americans are in shopping malls." I too am a bit disheartened, but I understand how great the need is for money and awareness. I think that ultimately I can overcome my cynicism and accept the (RED) campaign as a legitimate way to raise both awareness and money from within our capitalist system.
I do think that it is a good idea; however, I agree that much more can be done by the people who purchase the Red items. There are very important benefits as well. I think that the people who are purchasing them, as stated, could give all of that money to the fund instead. However, when they were the clothes, they are creating awareness to others in their community, which is extremely benefical. Another point to consider is that the people purchasing the Red items may of otherwise never even donated money to the cause in the first place. They may have not known about the problem, or not even cared. When they go shopping in the mall they see the items and it gives them a way to help out in a situation that they otherwise may have never included themselves in. My point is that it is an awareness technique that may not be the best way to raise funding and awareness, but it works for many people. I agree that it is a campaign that works within the system, expolits it, to help in a cause.
Post a Comment