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Shop (RED) and Save Lives

Publication Date: 2007

Source: SO08 Silver Anvil Award
Product Code: 6BW-0716A34
Organization/Author/Firm: (Product)RED
Industry: Consumer Products
Specialization(s): Integrated Communications
Format: Campaign Case Study (Silver Anvil)
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2007 Silver Anvil Award Winner – Integrated Communications – Consumer Products

Created by Bono and Bobby Shriver to engage the private sector in raising awareness and funds for the Global Fund to help fight AIDS in Africa, (RED) has already raised nearly $20 million and generated over 1.5 billion media impressions. Companies whose products take on the (PRODUCT) RED mark contribute a significant percentage of sales or portion of profits to finance AIDS programs in Africa. Current partners are American Express (U.K. only), Apple, Converse, Gap, Giorgio Armani, and Motorola. is the first UK media sponsor and MTV Networks is the first media sponsor in the US.

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