“When U.S. Treasury Secretary Bob Rubin told us we ‘had to be like Nike’ to really tell our story, I got a little depressed. Through DATA, we had been doing well working the policy ideas in D.C. and getting the occasional mention in the New York Times, but millions of Americans would not be convinced to help Africa without a story-telling offensive, similar to the one Nike waged via their 365-day-a-year advertising.
“There just seemed to be no way we could become as experienced as Nike or have its marketing budget. Then someone suggested we get Nike to ‘be like us’—a little arrogant, but the right idea! (RED) came from this idea. It shows that a simple challenge can make big things happen. We owe Mr. Rubin for challenging us.”
(RED) was created by Bono and Bobby Shriver to help eliminate AIDS in Africa by teaming up with the world's most iconic brands to produce (PRODUCT) RED branded products. Each time someone buys a (PRODUCT) RED product, up to 50% of the profit goes to the Global Fund, which provides funding to African AIDS programs based on proven results.
Since its launch in March 2006, (RED) partners have generated more than any other cause-related marketing campaign: $110 million for the Global Fund. Brands participating in this initiative include Motorola, American Express, Gap, Emporio Armani, Converse, Apple, Hallmark, Dell, Microsoft Windows, and Girl Skateboard Company.