(RED)

(RED) is a non-profit organization with a goal of having the first generation born without HIV by 2015. 

An HIV positive pregnant women can give birth to an HIV free baby.

1,000 babies are born everyday with HIV.

In 2015, that number can be close to zero. 

(RED) plans on achieving this goal by partnering with some of the world's most iconic brands, including, Nike, Coca-Cola, American Express, Beats by Dr.Dre, Starbucks and Apple. Then 50 percent of the product(RED) from that brand goes to The Global Fund, which uses 100 percent of this money to finance HIV health and community support programs in Africa. An example of this is seen below with using Gap as an example.

We have the power to choose or buy what we want. So, why not buy something that makes a difference in the world. When you do the (RED) thing, a (RED) partner will give up some of its profits to fight AIDS.

(RED) has done an incredible job of public relations. Part of this is the nature of the organization by partnering with brands known around the world. This brand promotion spreads the word on the product fast, while also making it the trendy thing to do. The fact that the product(RED) is the same cost as the item if it was not involves no sacrifice. Consumers are in a win-win situation, they get what they want and they help a good cause. (RED) has also had a great deal of support from celebrities. It was co-founded by Bono, U2 frontman and has only gained celebrity support since. Friends of (RED) have included Hugh Jackman and the band The Killers. 

(RED) has also had great promotional partners to support the cause and spread the word.  Some of the promotional partners inculde, Google, Facebook, Twitter, Hulu, MTV and StumbleUpon. This support has been huge for the PR of this organization.

There are many ways to get involved with (RED), you can join, buy, donate, spread the world or apply for internships and careers.  (RED) also has a blog, Facebook, YouTube and Twitter to keep supporters up to date.

"A world where no children are born with HIV is truly possible by 2015. No other area of development has seen such a direct and rapid correlation between donor investments and live-saving impact as this… A world without AIDS … is not a utopian vision. It is well within our grasp.”

– Professor Michel Kazatchkine