Public Relations Commentary

Increasingly, public relations pracititioners have to know not only how to write for the Web, but also how to manage and respond to blog postings. This blog was created to use in my public relations courses to help my students prepare to blog and learn how to respond to others in a virtual yet professional manner.

Sunday, November 26, 2006

The RED Campaign


I know that the blog for this week is about volunteerism, but I heard about this RED Campaign (www.joinred.com) and wanted to know your opinion about it. Basically,
the RED campaign is a commercial initiative designed to create awareness and a sustainable flow of money from the private sector into an organization called The Global Fund (www.theglobalfund.org/en) to fight the AIDS in Africa. The Global Fund is an innovative partnership of governments, non-profit organizations, and the private sector, working together to rid the world of AIDS, tuberculosis and malaria (http://www.joinred.com/globalfund.asp)

Bono and Bobby Shriver, Chairman of DATA (Debt, AIDS, Trade Africa), created the RED campaign to engage the private sector in the fight against AIDS. Some of the partners that they have include: Apple (Red iPods nano), American Express, Converse, Gap, Giorgio Armani and Motorola. The idea is that you buy products from these companies and a portion of your purchase goes to The Global Fund. If you buy the RED iPod nano that is $250, Apple will donate $10 to this organization. What do you guys think about this initiative? Have you heard about this campaign before?

posted by Evelyn @ 11:43 PM  

1 Comments:

  • At 12:49 AM, November 28, 2006, Blogger Paul Jonas said…

    I think it leads to interesting points about star power (as we've discussed before) and, appropriately, collaboration. Many of the articles we read speak to the importance of collaboration and how it can really improve efficiency and efficacy of a program.

    I think it's interesting to note the use of color linkages to causes. Pink, Yellow, Red.

    I'd like to see a study of color and it's linkages throughout history to philanthropy and causes.

    But I digress. The initiative is very good and rather successful, it seems. A good indication of what collaboration among powerful individuals/organizations can do for any cause.

     

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