Product Red, styled as ^RED, is a brand

Brand

The American Marketing Association defines a brand as a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."...

 licensed to partner companies such as Nike

Nike, Inc.

Nike, Inc. is a major publicly traded sportswear and equipment supplier based in the United States. The company is headquartered near Beaverton, Oregon, which is part of the Portland metropolitan area...

, American Express

American Express

American Express Company or AmEx, is an American multinational financial services corporation headquartered in Three World Financial Center, Manhattan, New York City, New York, United States. Founded in 1850, it is one of the 30 components of the Dow Jones Industrial Average. The company is best...

 (UK), Apple Inc., Starbucks

Starbucks

Starbucks Corporation is an international coffee and coffeehouse chain based in Seattle, Washington. Starbucks is the largest coffeehouse company in the world, with 17,009 stores in 55 countries, including over 11,000 in the United States, over 1,000 in Canada, over 700 in the United Kingdom, and...

, Converse, Bugaboo, Penguin Classics (UK & International), Gap

Gap (clothing retailer)

The Gap, Inc. is an American clothing and accessories retailer based in San Francisco, California, and founded in 1969 by Donald G. Fisher and Doris F. Fisher. The company has five primary brands: the namesake Gap banner, Banana Republic, Old Navy, Piperlime and Athleta. As of September 2008,...

, Emporio Armani, Hallmark

Hallmark Cards

Hallmark Cards is a privately owned American company based in Kansas City, Missouri. Founded in 1910 by Joyce C. Hall, Hallmark is the largest manufacturer of greeting cards in the United States. In 1985, the company was awarded the National Medal of Arts....

 (US) and Dell

Dell

Dell, Inc. is an American multinational information technology corporation based in 1 Dell Way, Round Rock, Texas, United States, that develops, sells and supports computers and related products and services. Bearing the name of its founder, Michael Dell, the company is one of the largest...

. It was founded in 2006 by U2

U2

U2 are an Irish rock band from Dublin. Formed in 1976, the group consists of Bono , The Edge , Adam Clayton , and Larry Mullen, Jr. . U2's early sound was rooted in post-punk but eventually grew to incorporate influences from many genres of popular music...

 frontman and activist Bono

Bono

Paul David Hewson , most commonly known by his stage name Bono , is an Irish singer, musician, and humanitarian best known for being the main vocalist of the Dublin-based rock band U2. Bono was born and raised in Dublin, Ireland, and attended Mount Temple Comprehensive School where he met his...

 and Bobby Shriver

Robert Sargent Shriver III

Robert Sargent "Bobby" Shriver III is an American activist, attorney, journalist and a Democratic member of the Santa Monica City Council in Santa Monica, California. He is currently the Mayor of Santa Monica, California. With the retirement of his cousin, U.S...

 of ONE

ONE Campaign

The ONE Campaign is an international, nonpartisan, non-profit organization which aims to increase government funding for and effectiveness of international aid programs....

/DATA

DATA

Debt, AIDS, Trade, Africa was a multinational non-government organization founded in January 2002 in London by U2's Bono along with Bobby Shriver and activists from the Jubilee 2000 Drop the Debt campaign....

 to engage the private sector in raising awareness and funds to help eliminate AIDS in Africa. The Global Fund to Fight AIDS, Tuberculosis and Malaria

The Global Fund to Fight AIDS, Tuberculosis and Malaria

The Global Fund to Fight AIDS, Tuberculosis and Malaria is an international financing organization that aims to "[a]ttract and disburse additional resources to prevent and treat HIV and AIDS, tuberculosis and malaria." A public–private partnership, the organization has its secretariat in Geneva,...

 is the recipient of (RED) monies. Bono is an active public spokesperson for the brand.
Didier Drogba

Didier Drogba

Didier Yves Drogba Tébily is an Ivorian footballer who plays in the centre forward position. He currently plays for Chelsea in the Premier League, where he is deputy vice-captain, and is the captain and all-time top scorer of the Côte d'Ivoire national football team...

 is also a spokesperson for the brand and is the face of the Nike (RED) Laces campaign.

Susan Smith Ellis was named CEO in June 2007. Each partner company creates a product with the Product Red logo. In return for the opportunity to increase its own revenue through the Product Red products that it sells, a percentage of the profit is given to the Global Fund.

The Global Fund

Created in 2002, the Global Fund to Fight AIDS, Tuberculosis and Malaria

The Global Fund to Fight AIDS, Tuberculosis and Malaria

The Global Fund to Fight AIDS, Tuberculosis and Malaria is an international financing organization that aims to "[a]ttract and disburse additional resources to prevent and treat HIV and AIDS, tuberculosis and malaria." A public–private partnership, the organization has its secretariat in Geneva,...

 supports large-scale prevention, treatment and care programs for these three infectious diseases. Today, a quarter of all international funding for HIV/AIDS-related programs, over half for tuberculosis, and almost three-quarters for malaria worldwide comes from The Global Fund. The concept of “performance-based funding” is central to the organization and only those grant recipients who can demonstrate measurable and effective results from the monies received will be able to receive additional financing. 100% of the funds generated by (RED) partners and events goes to Global Fund programs that provide medical care and support services for people affected by HIV/AIDS in Africa. No overhead is taken by either (RED) or the Global Fund. (RED) is the largest private sector donor to the Global Fund, and has generated over $150 million for HIV/AIDS programs in Africa.

The Lazarus Effect

The Lazarus Effect

The Lazarus Effect (film)

The Lazarus Effect is a 2010 documentary film about the positive impact of free antiretroviral drug therapy on HIV/AIDS patients in Africa. It was directed by Lance Bangs, and executive produced by Spike Jonze, after an organizer from AIDS awareness group suggested the project to them...

 documentary debuted on May 24, 2010 on HBO, YouTube and Britain's Channel 4. It is directed by Lance Bangs

Lance Bangs

Lance Bangs is an American filmmaker, documentarian, and music video director who has created videos for Sonic Youth, Nirvana, Green Day, the Arcade Fire, the Shins, The Thermals, Belle & Sebastian, Menomena, Yeah Yeah Yeahs, R.E.M., Mike Watt, Death Cab for Cutie, The Black Keys, Kanye West, and...

, executive produced by Spike Jonze

Spike Jonze

Spike Jonze is an American director, producer and actor, whose work includes music videos, commercials, film and television...

 and presented by (RED), HBO, and Anonymous Content. The documentary follows HIV-positive people in Zambia and shows the transformation possible with access to lifesaving pills that cost around 40 cents a day. The film is also available via a free iPad app called "(RED): The Lazarus Effect," which contains the full length documentary, additional information about how antiretroviral drug

Antiretroviral drug

Antiretroviral drugs are medications for the treatment of infection by retroviruses, primarily HIV. When several such drugs, typically three or four, are taken in combination, the approach is known as Highly Active Antiretroviral Therapy, or HAART...

s work and photos of the transformative effect that ARVs can have. In May 2010, (RED) launched a complimentary PSA campaign to promote the film.

The Lazarus Effect public service campaign features celebrities including Bono

Bono

Paul David Hewson , most commonly known by his stage name Bono , is an Irish singer, musician, and humanitarian best known for being the main vocalist of the Dublin-based rock band U2. Bono was born and raised in Dublin, Ireland, and attended Mount Temple Comprehensive School where he met his...

, Don Cheadle

Don Cheadle

Donald Frank "Don" Cheadle, Jr. is an American film actor and producer. Cheadle rose to prominence in the late 1990s and the early 2000s for his supporting roles in the Steven Soderbergh-directed films Out of Sight, Traffic, and Ocean's Eleven...

, Hugh Jackman

Hugh Jackman

Hugh Michael Jackman is an Australian actor and producer who is involved in film, musical theatre, and television.Jackman has won international recognition for his roles in major films, notably as action/superhero, period and romance characters...

, Penelope Cruz

Penélope Cruz

Penélope Cruz Sánchez is a Spanish actress. Signed by an agent at age 15, she made her acting debut at 16 on television and her feature film debut the following year in Jamón, jamón , to critical acclaim...

, Iman

Iman

Iman, also spelled imaan, may refer to:Islam* Iman , Islamic termGiven name:* Chanel Iman , American fashion model* Iman , Somali supermodel...

, Gwen Stefani

Gwen Stefani

Gwen Renée Stefani is an American singer-songwriter and fashion designer. Stefani is the lead vocalist for the rock and ska band No Doubt. Stefani recorded her first solo album Love. Angel. Music. Baby. in 2004. The album was inspired by music of the 1980s, and was a success with sales of over...

, Gabourey Sidibe

Gabourey Sidibe

Gabourey "Gabby" Sidibe is an American actress who made her acting debut in the 2009 film Precious, a role that brought her a nomination for the Academy Award for Best Actress.-Early life:...

, and Common

Common

Common may refer to:* COMMON, the largest association of users of mid-range IBM computers* Common , a British Thoroughbred racehorse* Common , a part of certain Christian liturgy* Commoner, someone does not hold a title of peerage...

. Celebrity participation and the media placement for The Lazarus Effect campaign, was secured pro-bono.

(RED) Impact

(RED) was designed to provide a scalable and sustainable flow of funds to the Global Fund. By 2011, it had generated $170 million to support Global Fund financed AIDS grants. These grants have reached more than 7.5 million people in Ghana

Ghana

Ghana , officially the Republic of Ghana, is a country located in West Africa. It is bordered by Côte d'Ivoire to the west, Burkina Faso to the north, Togo to the east, and the Gulf of Guinea to the south...

, Lesotho

Lesotho

Lesotho , officially the Kingdom of Lesotho, is a landlocked country and enclave, surrounded by the Republic of South Africa. It is just over in size with a population of approximately 2,067,000. Its capital and largest city is Maseru. Lesotho is a member of the Commonwealth of Nations. The name...

, Rwanda

Rwanda

Rwanda or , officially the Republic of Rwanda , is a country in central and eastern Africa with a population of approximately 11.4 million . Rwanda is located a few degrees south of the Equator, and is bordered by Uganda, Tanzania, Burundi and the Democratic Republic of the Congo...

, South Africa

South Africa

The Republic of South Africa is a country in southern Africa. Located at the southern tip of Africa, it is divided into nine provinces, with of coastline on the Atlantic and Indian oceans...

, Swaziland

Swaziland

Swaziland, officially the Kingdom of Swaziland , and sometimes called Ngwane or Swatini, is a landlocked country in Southern Africa, bordered to the north, south and west by South Africa, and to the east by Mozambique...

 and Zambia

Zambia

Zambia , officially the Republic of Zambia, is a landlocked country in Southern Africa. The neighbouring countries are the Democratic Republic of the Congo to the north, Tanzania to the north-east, Malawi to the east, Mozambique, Zimbabwe, Botswana and Namibia to the south, and Angola to the west....

.

Rwanda
(RED) has provided antiretroviral therapy (ART) to more than 27,000 people living with HIV and reached over 34,000 HIV positive pregnant women with preventative ART to reduce the risk of mother-to-child transmission of the virus.

Lesotho
(RED) has provided more than 45,000 people living with HIV with lifesaving ART and reached more than 16,000 HIV positive pregnant women with preventive ART to reduce mother-to-child transmission of the virus.

Guiding principles

Product Red states that its main principles are:

• To expand opportunities for the people in the continent of Africa.
• To respect its employees and ask its partners to do the same with their employees and the people who help make their products or deliver their services.
• To see the power of a community mobilized for hope, health and progress.
• To ask its partners to uphold the same principles.
• To transform the collective power of consumers into a financial force to help fight AIDS
  AIDS
  Acquired immune deficiency syndrome or acquired immunodeficiency syndrome is a disease of the human immune system caused by the human immunodeficiency virus...
  
   in Africa.
• To engage businesses to create a sustainable and scalable flow of private sector funding to the fight against AIDS in Africa.
• To ensure 100% of (RED) money goes to AIDS programs through the Global Fund, with no overhead taken.
• To promote awareness of HIV
  HIV
  Human immunodeficiency virus is a lentivirus that causes acquired immunodeficiency syndrome , a condition in humans in which progressive failure of the immune system allows life-threatening opportunistic infections and cancers to thrive...
  
  /AIDS in Africa.

Products

Products include:

• Bugaboo International
  Bugaboo International
  Bugaboo International B.V. is a Dutch design company that makes pushchairs for infants and toddlers. Its products are available in 50 countries...
  
  . A Dutch design company that makes pushchairs for infants and toddlers. When you choose 'any' Bugaboo product, Bugaboo contributes 1 % of its total revenue to The Global Fund.
• American Express Red
  American Express Red
  The American Express Red is an American Express credit card which has been launched for the first time in the United Kingdom in March 2006. Applicants must be UK residents...
  
   card.
• Gap
  Gap (clothing retailer)
  The Gap, Inc. is an American clothing and accessories retailer based in San Francisco, California, and founded in 1969 by Donald G. Fisher and Doris F. Fisher. The company has five primary brands: the namesake Gap banner, Banana Republic, Old Navy, Piperlime and Athleta. As of September 2008,...
  
   is selling an ongoing line of merchandise including T-shirts, jackets, scarves, gloves, jewelry, bags and purses. Gap donates 50% of all Product Red profits directly to the Global Fund.
• Converse is selling a shoe made from African mud cloth
  Bògòlanfini
  Bògòlanfini or bogolan is a handmade Malian cotton fabric traditionally dyed with fermented mud. It has an important place in traditional Malian culture and has, more recently, become a symbol of Malian cultural identity...
  
  .
• Giorgio Armani
  Giorgio Armani S.p.A.
  Marissa Sandoval S.P.A. is an international Italian fashion house that designs, manufactures, distributes, and retails haute couture, ready-to-wear, leather goods, shoes, watches, jewelry, accessories, eyewear, cosmetics, and home interiors...
  
   has announced a line of Emporio Armani products that include clothes, jewelry, perfume, and accessories.
• Motorola
  Motorola
  Motorola, Inc. was an American multinational telecommunications company based in Schaumburg, Illinois, which was eventually divided into two independent public companies, Motorola Mobility and Motorola Solutions on January 4, 2011, after losing $4.3 billion from 2007 to 2009...
  
   has announced special editions of their SLVR, KRZR and RAZR
  Motorola RAZR V3
  Motorola RAZR is a series of clamshell mobile phones by Motorola, and is one of the series in the 4LTR line. They were first developed in July 2003 and were released in the market in the third quarter of 2004....
  
   mobile phones, with a 50% profit of each purchase going to the Global Fund. It is believed that the Red RAZR was first launched with service by Sprint in November 2006, but it was actually US Cellular who first did it in Chicago
  Chicago
  Chicago is the largest city in the US state of Illinois. With nearly 2.7 million residents, it is the most populous city in the Midwestern United States and the third most populous in the US, after New York City and Los Angeles...
  
  , one month previous to Sprint. Bono, Penélope Cruz
  Penélope Cruz
  Penélope Cruz Sánchez is a Spanish actress. Signed by an agent at age 15, she made her acting debut at 16 on television and her feature film debut the following year in Jamón, jamón , to critical acclaim...
  
  , Oprah
  Oprah Winfrey
  Oprah Winfrey is an American media proprietor, talk show host, actress, producer and philanthropist. Winfrey is best known for her self-titled, multi-award-winning talk show, which has become the highest-rated program of its kind in history and was nationally syndicated from 1986 to 2011...
  
   and Chris Rock
  Chris Rock
  Christopher Julius "Chris" Rock III is an American comedian, actor, screenwriter, television producer, film producer and director. He was voted in the US as the 5th greatest stand-up comedian of all time by Comedy Central...
  
   were some of the celebrities who attended the opening of the (RED) location in Chicago.
• Canon released a version of their popular SD990 camera along with a leather case in 2008/2009. Only 500 were produced globally.
• The Independent
  The Independent
  The Independent is a British national morning newspaper published in London by Independent Print Limited, owned by Alexander Lebedev since 2010. It is nicknamed the Indy, while the Sunday edition, The Independent on Sunday, is the Sindy. Launched in 1986, it is one of the youngest UK national daily...
  
  newspaper is in partnership with Product Red.
• The Hotel Café tour is presented by MySpace
  MySpace
  Myspace is a social networking service owned by Specific Media LLC and pop star Justin Timberlake. Myspace launched in August 2003 and is headquartered in Beverly Hills, California. In August 2011, Myspace had 33.1 million unique U.S. visitors....
  
   and Product Red.
• Apple Inc. has released five generations of special edition iPod Nano
  IPod nano
  iPod Nano is a digital media player designed and marketed by Apple Inc.. The first generation of iPod Nano was introduced on September 7, 2005 as a replacement for iPod Mini. It uses flash memory for storage. iPod Nano has gone through six models, or generations, since its introduction...
  
   and the iPod Shuffle
  IPod shuffle
  The iPod Shuffle is a digital audio player designed and marketed by Apple Inc. It is the smallest model in Apple's iPod family, and was the first to use flash memory...
  
   with a Product Red theme, as well as a Red $25 iTunes Gift Card. Apple has also announced a Product Red branded Smart Cover for the iPad 2
  IPad 2
  The iPad 2 is the second and current generation of the iPad, a tablet computer designed, developed and marketed by Apple. It serves primarily as a platform for audio-visual media including books, periodicals, movies, music, games, presentations and web content, and is available in black or white...
  
  .
• Nike
  Nike, Inc.
  Nike, Inc. is a major publicly traded sportswear and equipment supplier based in the United States. The company is headquartered near Beaverton, Oregon, which is part of the Portland metropolitan area...
  
   has released a special line of red shoelaces
  Shoelaces
  Shoelaces, which are also called shoe-strings, shoe laces, or boot laces, are a system commonly used to secure shoes, boots and other footwear. They typically consist of a pair of strings or cords, one for each shoe, finished off at both ends with stiff sections, known as aglets...
  
   available for purchase, with 100% of the profit going to the charity. Their motto is "Lace up, save lives." Didier Drogba
  Didier Drogba
  Didier Yves Drogba Tébily is an Ivorian footballer who plays in the centre forward position. He currently plays for Chelsea in the Premier League, where he is deputy vice-captain, and is the captain and all-time top scorer of the Côte d'Ivoire national football team...
  
   is the face for the promotion of the laces.
• NEED magazine is in partnership with Product Red.
• Hallmark
  Hallmark Cards
  Hallmark Cards is a privately owned American company based in Kansas City, Missouri. Founded in 1910 by Joyce C. Hall, Hallmark is the largest manufacturer of greeting cards in the United States. In 1985, the company was awarded the National Medal of Arts....
  
   has introduced greeting cards that are Product Red.
• Dell
  Dell
  Dell, Inc. is an American multinational information technology corporation based in 1 Dell Way, Round Rock, Texas, United States, that develops, sells and supports computers and related products and services. Bearing the name of its founder, Michael Dell, the company is one of the largest...
  
   has released three computers (M1330, M1530 and XPS One) and one printer (V505 All-In-One) that are Product Red; the contract will last for 3 years as of January 2008.
• Microsoft
  Microsoft
  Microsoft Corporation is an American public multinational corporation headquartered in Redmond, Washington, USA that develops, manufactures, licenses, and supports a wide range of products and services predominantly related to computing through its various product divisions...
  
   and Dell
  Dell
  Dell, Inc. is an American multinational information technology corporation based in 1 Dell Way, Round Rock, Texas, United States, that develops, sells and supports computers and related products and services. Bearing the name of its founder, Michael Dell, the company is one of the largest...
  
   have teamed up to offer a new Dell laptop that included a new Windows Vista SKU called Windows Vista Ultimate (Product) Red.
• Windows Vista
  Windows Vista
  Windows Vista is an operating system released in several variations developed by Microsoft for use on personal computers, including home and business desktops, laptops, tablet PCs, and media center PCs...
  
   Ultimate (Product) Red included six wallpapers, two sidebar gadgets, one screen saver, and one DreamScene movie.
• Girl Skateboard Company released a two-part deck series with a (Product) Red graphic. A share of the profit goes to the charities.
• Starbucks
  Starbucks
  Starbucks Corporation is an international coffee and coffeehouse chain based in Seattle, Washington. Starbucks is the largest coffeehouse company in the world, with 17,009 stores in 55 countries, including over 11,000 in the United States, over 1,000 in Canada, over 700 in the United Kingdom, and...
  
   participated during their 2008 holiday promotion. For every holiday beverage ordered, 5 cents went to Product Red. Starbucks also offers the Red Card and donates five cents every time the card is used in a transaction.
• The Killers write a Christmas song every year, with the latest being "The Cowboys' Christmas Ball
  The Cowboys' Christmas Ball
  "The Cowboys' Christmas Ball" is a Country Christmas song recorded by Las Vegas rock band The Killers. The lyrics of the song were taken from the 1890 poem of the same name by William Lawrence Chittenden. The Killers version has slight lyrical changes...
  
  ", in aid of RED.
• Flowe(RED) a new online flower delivery service launched in the UK.
• Monster Cable make special edition of Beats by Dr. Dre Solo HD with name Solo HD (PRODUCT)RED
• Carolina Bucci
  Carolina Bucci
  Carolina Bucci is a jewelry designer and synonymous jewelry brand. Originally from Florence, Italy, Carolina Bucci now lives in London, UK.----- Education and Background :...
  
   has created a Special Edition of her gold and silk Lucky bracelets.

Criticism

Product Red has been criticized for not having an impact proportional to the advertising investment, for being much less efficient than direct charitable contribution, and for having a lack of transparency with regards to the amount of money going to charity as a percentage of every purchase. Some critics argue that a retail middleman between donor and charity is unnecessary; donors should just give. Another critique is that Product Red's expansion into traditional fundraising techniques, such as art auctions, undermines its claim to be a different and more sustainable approach to raising money for AIDS. Other critics have pointed out that its emphasis on funding treatment for AIDS

AIDS

Acquired immune deficiency syndrome or acquired immunodeficiency syndrome is a disease of the human immune system caused by the human immunodeficiency virus...

 sufferers meant that large amounts of the money will ultimately end up with pharmaceutical companies "unwilling to distribute their drugs for free". Many accuse the campaign of profiting by using diseases as a marketing vehicle, for being "cause branding" rather than corporate social responsibility. In the Stanford Social Innovation Review, Mark Rosenman wrote that it was an "example of the corporate world aligning its operations with its central purpose of increasing shareholder profit, except this time it is being cloaked in the patina of philanthropy."

The National Labor Committee for Worker and Human Rights criticised Product Red for its links with Gap, which was historically a target of anti-sweatshop activists, although anti-sweatshop

Anti-sweatshop

Anti-Sweatshop refers to campaigning movements to improve the conditions of workers in Sweatshops, i.e. manufacturing places characterized by low wages, poor working conditions and often child labor...

 organisation Labour Behind the Label

Labour Behind the Label

Labour Behind the Label is a campaign for workers' rights in the clothing industry. It is the platform of the international Clean Clothes Campaign in the United Kingdom...

 states that Gap has "come further than many" clothing companies to counter exploitation. Gap's Product Red clothes are made in Lesotho

Lesotho

Lesotho , officially the Kingdom of Lesotho, is a landlocked country and enclave, surrounded by the Republic of South Africa. It is just over in size with a population of approximately 2,067,000. Its capital and largest city is Maseru. Lesotho is a member of the Commonwealth of Nations. The name...

, rather than simply for the best price in China (this goes beyond the requirements of Product Red). Labour Behind the Label criticises Product Red for not requiring more measures to protect the rights of the workers who make their products.

Old data released in 2007 by Advertising Age

Advertising Age

Advertising Age is a magazine, delivering news, analysis and data on marketing and media. The magazine was started as a broadsheet newspaper in Chicago in 1930...

claims retail participants in Product Red including Gap, Motorola and Apple Inc. have invested $100 million in advertising and raised only $18 million for The Global Fund. In July 2010, however, (RED) claims to have raised over $150 million for the Global Fund to help eliminate AIDS in Africa. They also state that 100% of (RED) money is allocated to one of the Global Fund (RED) grants in Ghana, Lesotho, Rwanda, Swaziland, South Africa and Zambia. More than 5 million people have been reached with testing, counseling, treatment, and other services due to support from the Global Fund and (RED). http://www.joinred.com/red/#impact Apple donated $10 of the sale of their $149 iPod during the initial stages of the campaign, and no longer discloses how much it donates. The Official (Product) RED website confirms that "The purchase of 1 iPod Nano (Product)RED can provide over 3 weeks of lifesaving medicine to someone living with HIV in Africa." Dell's website states that it costs US$0.40 to provide one day's worth of medication. By combining both facts, one arrives at the conclusion that Apple donates at least US$8.40 from the purchase of each iPod Nano Product(RED) to the Global Fund.

One spoof campaign known as BUY (LESS) mocks the consumerist bent of (RED) with its own call to "BUY (LESS) CRAP!". The BUY (LESS) campaign encourages people to forgo the premium-level products and donate directly to charities. The BUY (LESS) campaign carries the slogan, "Shopping is not a solution. Buy (Less). Give More." The BUY (LESS) campaign site features a short list of recommended charities, such as: World Vision

World Vision

World Vision, founded in the USA in 1950, is an evangelical relief and development organization whose stated goal is "to follow our Lord and Saviour Jesus Christ in working with the poor and oppressed to promote human transformation, seek justice and bear witness to the good news of the Kingdom of...

, Global Fast, and Habitat for Humanity. The (LESS) campaign also holds out a critical letter to (RED) CEO Bobby Shriver, posted online.

Timeline

Launch Date	Product Type	Partner	Product Name	Description	Amount donated to Global Fund (US$)	MSRP Suggested retail price The manufacturer's suggested retail price , list price or recommended retail price of a product is the price which the manufacturer recommends that the retailer sell the product. The intention was to help to standardise prices among locations...  (US$)
January 26, 2006	Launch	WEF World Economic Forum The World Economic Forum is a Swiss non-profit foundation, based in Cologny, Geneva, best known for its annual meeting in Davos, a mountain resort in Graubünden, in the eastern Alps region of Switzerland....	Announcement	(Product) Red initiative first announced at the World Economic Forum World Economic Forum The World Economic Forum is a Swiss non-profit foundation, based in Cologny, Geneva, best known for its annual meeting in Davos, a mountain resort in Graubünden, in the eastern Alps region of Switzerland....  in Davos Davos Davos is a municipality in the district of Prättigau/Davos in the canton of Graubünden, Switzerland. It has a permanent population of 11,248 . Davos is located on the Landwasser River, in the Swiss Alps, between the Plessur and Albula Range... , Switzerland. The Global Fund identifies Rwanda Rwanda Rwanda or , officially the Republic of Rwanda , is a country in central and eastern Africa with a population of approximately 11.4 million . Rwanda is located a few degrees south of the Equator, and is bordered by Uganda, Tanzania, Burundi and the Democratic Republic of the Congo...  as the first country to receive funding from (Product) Red.
March 1, 2006	Credit Card Credit card A credit card is a small plastic card issued to users as a system of payment. It allows its holder to buy goods and services based on the holder's promise to pay for these goods and services...	American Express American Express American Express Company or AmEx, is an American multinational financial services corporation headquartered in Three World Financial Center, Manhattan, New York City, New York, United States. Founded in 1850, it is one of the 30 components of the Dow Jones Industrial Average. The company is best...	American Express Red American Express Red The American Express Red is an American Express credit card which has been launched for the first time in the United Kingdom in March 2006. Applicants must be UK residents...	American Express Red Card launched in the UK. Only UK residents with UK bank accounts are eligible.	1% of total spend. Up to 1.25% after spend over £5,000.	No annual fee for life. Typical 16.9% APR variable.
March 15, 2006	Clothing Clothing Clothing refers to any covering for the human body that is worn. The wearing of clothing is exclusively a human characteristic and is a feature of nearly all human societies...	Gap Gap (clothing retailer) The Gap, Inc. is an American clothing and accessories retailer based in San Francisco, California, and founded in 1969 by Donald G. Fisher and Doris F. Fisher. The company has five primary brands: the namesake Gap banner, Banana Republic, Old Navy, Piperlime and Athleta. As of September 2008,...	Gap Red	Launch party in London for the Gap line with 22 page feature in the April issue of Dazed & Confused magazine Dazed & Confused (magazine) Dazed & Confused is a British style magazine, that was set up in 1992 and published monthly. Its founding editors were Jefferson Hack and Rankin... .	50% of profits from sales of Product Red items
April 3, 2006	Fashion accessory	Giorgio Armani Giorgio Armani Giorgio Armani is an Italian fashion designer, particularly noted for his menswear. He is known today for his clean, tailored lines. He formed his company, Armani, in 1975, and by 2001 was acclaimed as the most successful designer to come out of Italy, with an annual turnover of $1.6 billion and a...	Emporio Armani sunglasses Sunglasses Sunglasses or sun glasses are a form of protective eyewear designed primarily to prevent bright sunlight and high-energy visible light from damaging or discomforting the eyes. They can sometimes also function as a visual aid, as variously termed spectacles or glasses exist, featuring lenses that...	Metal wrap-around sunglasses (style EA 9285/S) launched worldwide. Available in green, rose, blue, smoke grey, grey and brown, all embossed with the Emporio Armani Red logo. The forked frame arms, available in shades of ruthenium, gunmetal and light gold, are superimposed on the single lenses.	40% of gross profit margin from sales of all Emporio Armani Red products directly to the Global Fund.
April 3, 2006	Shoes	Converse	Mudcloth Bògòlanfini Bògòlanfini or bogolan is a handmade Malian cotton fabric traditionally dyed with fermented mud. It has an important place in traditional Malian culture and has, more recently, become a symbol of Malian cultural identity...  shoes	Converse (Product Red) limited edition Mudcloth trainers, designed by Giles Deacon Giles Deacon Giles Deacon is a British fashion designer, best known for his playful designs and his collaboration with High Street retailer New Look. Deacon was employed by the fashion houses Bottega Veneta and Gucci, before founding his own label, GILES, in 2003... , are available in the UK and US.	5 - 15% of Net wholesale price	Starting from $60
May 15, 2006	Mobile phone Mobile phone A mobile phone is a device which can make and receive telephone calls over a radio link whilst moving around a wide geographic area. It does so by connecting to a cellular network provided by a mobile network operator...	Motorola Motorola Motorola, Inc. was an American multinational telecommunications company based in Schaumburg, Illinois, which was eventually divided into two independent public companies, Motorola Mobility and Motorola Solutions on January 4, 2011, after losing $4.3 billion from 2007 to 2009...	Red Motorola SLVR	Red Motorola SLVR L7 launches in the UK	£10 & 5% of every bill	$249.99
May 15, 2006	Newspaper	The Independent The Independent The Independent is a British national morning newspaper published in London by Independent Print Limited, owned by Alexander Lebedev since 2010. It is nicknamed the Indy, while the Sunday edition, The Independent on Sunday, is the Sindy. Launched in 1986, it is one of the youngest UK national daily...
August, 2006	Fashion watches	Giorgio Armani Giorgio Armani Giorgio Armani is an Italian fashion designer, particularly noted for his menswear. He is known today for his clean, tailored lines. He formed his company, Armani, in 1975, and by 2001 was acclaimed as the most successful designer to come out of Italy, with an annual turnover of $1.6 billion and a...	Emporio Armani watch	Giorgio Armani's second Red product is an Emporio Armani unisex watch (style AR0537/AR0538). It features a large 43 mm stainless steel case with a coin-ridged bezel, a leather strap available in black with red contrast stitching, or vice-versa, and steel rivets that secure the strap to the case. The large digital dial displays the time in oversized numerals and has calendar, chronograph and timer features with push button controls on the side of the case. The dial also features the Emporio Armani Red logo at 12 o’clock printed onto the dial's outer ring.	40% of gross profit margin (see sunglasses)	$225
September 21, 2006	Newspaper	The Independent The Independent The Independent is a British national morning newspaper published in London by Independent Print Limited, owned by Alexander Lebedev since 2010. It is nicknamed the Indy, while the Sunday edition, The Independent on Sunday, is the Sindy. Launched in 1986, it is one of the youngest UK national daily...		The Independent printed its second (Product) Red special edition, guest-designed by Giorgio Armani. This Red edition includes articles from a host of public figures and celebrities including George Clooney George Clooney George Timothy Clooney is an American actor, film director, producer, and screenwriter. For his work as an actor, he has received two Golden Globe Awards and an Academy Award... , Bill Gates Bill Gates William Henry "Bill" Gates III is an American business magnate, investor, philanthropist, and author. Gates is the former CEO and current chairman of Microsoft, the software company he founded with Paul Allen... , Leonardo DiCaprio Leonardo DiCaprio Leonardo Wilhelm DiCaprio is an American actor and film producer. He has received many awards, including a Golden Globe Award for Best Actor for his performance in The Aviator , and has been nominated by the Academy Awards, Screen Actors Guild and the British Academy of Film and Television...  and Beyoncé. The newspaper's daily features section, Extra, is a 36-page magazine for the day and each paper comes with a free Kate Moss Kate Moss Kate Moss is an English model. Moss is known for her waifish figure and popularising the heroin chic look in the 1990s. She is also known for her controversial private life, high profile relationships, party lifestyle, and drug use. Moss changed the look of modelling and started a global debate on...  poster. All revenue from online sales will be donated to help fight AIDS in Africa.	All revenue from online sales.
October 2006	MP3 player	Apple Inc.	iPod nano IPod nano iPod Nano is a digital media player designed and marketed by Apple Inc.. The first generation of iPod Nano was introduced on September 7, 2005 as a replacement for iPod Mini. It uses flash memory for storage. iPod Nano has gone through six models, or generations, since its introduction...  (Product) Red Special Edition	Red iPod nano which is only available at the Apple Store and the Apple Store website. http://news.cnet.com/Red-iPod-supports-AIDS-charity/2100-1041_3-6125608.html	$10	$199–$249
November 2006	Mobile phone Mobile phone A mobile phone is a device which can make and receive telephone calls over a radio link whilst moving around a wide geographic area. It does so by connecting to a cellular network provided by a mobile network operator...	Motorola Motorola Motorola, Inc. was an American multinational telecommunications company based in Schaumburg, Illinois, which was eventually divided into two independent public companies, Motorola Mobility and Motorola Solutions on January 4, 2011, after losing $4.3 billion from 2007 to 2009...	Red Motorola RAZR	US Cellular launches the Red Motorola RAZR in the United States	$17	$259.99
January 9, 2007	Stored-value card	Apple Inc.	iTunes ITunes Store The iTunes Store is a software-based online digital media store operated by Apple. Opening as the iTunes Music Store on April 28, 2003, with over 200,000 items to purchase, it is, as of April 2008, the number-one music vendor in the United States...  (Product) Red Gift Card	Gift card for purchases at Apple's iTunes online store Online music store An online music store is an online business which sells audio files, usually music, on a per-song and/or subscription basis. It may be differentiated from music streaming services in that the music store offers the actual music file, while streaming services offer partial or full listening without... , for movies, TV shows or music. Currently only available in the US at Apple's online store.	10% ($2.50)	$25
June 2007	Magazine Magazine Magazines, periodicals, glossies or serials are publications, generally published on a regular schedule, containing a variety of articles. They are generally financed by advertising, by a purchase price, by pre-paid magazine subscriptions, or all three...	Vanity Fair Vanity Fair (magazine) Vanity Fair is a magazine of pop culture, fashion, and current affairs published by Condé Nast. The present Vanity Fair has been published since 1983 and there have been editions for four European countries as well as the U.S. edition. This revived the title which had ceased publication in 1935...		Bono Bono Paul David Hewson , most commonly known by his stage name Bono , is an Irish singer, musician, and humanitarian best known for being the main vocalist of the Dublin-based rock band U2. Bono was born and raised in Dublin, Ireland, and attended Mount Temple Comprehensive School where he met his...  edits the issue of the magazine, title "The Africa Issue", which features a wide array of celebrities dedicated to issues in Africa (including Barack Obama Barack Obama Barack Hussein Obama II is the 44th and current President of the United States. He is the first African American to hold the office. Obama previously served as a United States Senator from Illinois, from January 2005 until he resigned following his victory in the 2008 presidential election.Born in... , Muhammad Ali Muhammad Ali Muhammad Ali is an American former professional boxer, philanthropist and social activist... , Queen Rania Al-Abdullah, Bono Bono Paul David Hewson , most commonly known by his stage name Bono , is an Irish singer, musician, and humanitarian best known for being the main vocalist of the Dublin-based rock band U2. Bono was born and raised in Dublin, Ireland, and attended Mount Temple Comprehensive School where he met his... , Condoleezza Rice Condoleezza Rice Condoleezza Rice is an American political scientist and diplomat. She served as the 66th United States Secretary of State, and was the second person to hold that office in the administration of President George W. Bush... , President George W. Bush George W. Bush George Walker Bush is an American politician who served as the 43rd President of the United States, from 2001 to 2009. Before that, he was the 46th Governor of Texas, having served from 1995 to 2000.... , Archbishop Desmond Tutu Desmond Tutu Desmond Mpilo Tutu is a South African activist and retired Anglican bishop who rose to worldwide fame during the 1980s as an opponent of apartheid... , Brad Pitt Brad Pitt William Bradley "Brad" Pitt is an American actor and film producer. Pitt has received two Academy Award nominations and four Golden Globe Award nominations, winning one... , Djimon Hounsou Djimon Hounsou Djimon Diaw Hounsou is a Beninese actor and model. As an actor, Hounsou has been nominated for two Academy Awards.-Early life:Djimon Hounsou was born in Cotonou, Benin, in 1964, to lbertine and Pierre Hounsou, a cook. He emigrated to Lyon in France at the age of thirteen with his brother, Edmond.... , Madonna Madonna (entertainer) Madonna is an American singer-songwriter, actress and entrepreneur. Born in Bay City, Michigan, she moved to New York City in 1977 to pursue a career in modern dance. After performing in the music groups Breakfast Club and Emmy, she released her debut album in 1983... , Maya Angelou Maya Angelou Maya Angelou is an American author and poet who has been called "America's most visible black female autobiographer" by scholar Joanne M. Braxton. She is best known for her series of six autobiographical volumes, which focus on her childhood and early adult experiences. The first and most highly... , Chris Rock Chris Rock Christopher Julius "Chris" Rock III is an American comedian, actor, screenwriter, television producer, film producer and director. He was voted in the US as the 5th greatest stand-up comedian of all time by Comedy Central... , Warren Buffett Warren Buffett Warren Edward Buffett is an American business magnate, investor, and philanthropist. He is widely regarded as one of the most successful investors in the world. Often introduced as "legendary investor, Warren Buffett", he is the primary shareholder, chairman and CEO of Berkshire Hathaway. He is... , Bill Gates Bill Gates William Henry "Bill" Gates III is an American business magnate, investor, philanthropist, and author. Gates is the former CEO and current chairman of Microsoft, the software company he founded with Paul Allen... , Melinda Gates Melinda Gates Melinda Ann French , later known as Melinda French Gates, is an American businesswoman and philanthropist. She is the wife of Bill Gates... , Oprah Winfrey Oprah Winfrey Oprah Winfrey is an American media proprietor, talk show host, actress, producer and philanthropist. Winfrey is best known for her self-titled, multi-award-winning talk show, which has become the highest-rated program of its kind in history and was nationally syndicated from 1986 to 2011... , George Clooney George Clooney George Timothy Clooney is an American actor, film director, producer, and screenwriter. For his work as an actor, he has received two Golden Globe Awards and an Academy Award... , Jay-Z Jay-Z Shawn Corey Carter , better known by his stage name Jay-Z, is an American rapper, record producer, entrepreneur, and occasional actor. He is one of the most financially successful hip hop artists and entrepreneurs in America, having a net worth of over $450 million as of 2010... , Alicia Keys Alicia Keys Alicia Augello Cook , better known by her stage name Alicia Keys, is an American singer-songwriter, record producer, and occasional actress. She was raised by a single mother in the Hell's Kitchen area of Manhattan in New York City. At age seven, Keys began playing the piano... , Iman Abdulmajid, and Don Cheadle Don Cheadle Donald Frank "Don" Cheadle, Jr. is an American film actor and producer. Cheadle rose to prominence in the late 1990s and the early 2000s for his supporting roles in the Steven Soderbergh-directed films Out of Sight, Traffic, and Ocean's Eleven... .) on a total of twenty different covers.	$5 of every subscription to Vanity Fair Vanity Fair (magazine) Vanity Fair is a magazine of pop culture, fashion, and current affairs published by Condé Nast. The present Vanity Fair has been published since 1983 and there have been editions for four European countries as well as the U.S. edition. This revived the title which had ceased publication in 1935... sold.
September 7, 2007	MP3 player	Apple Inc.	iPod nano IPod nano iPod Nano is a digital media player designed and marketed by Apple Inc.. The first generation of iPod Nano was introduced on September 7, 2005 as a replacement for iPod Mini. It uses flash memory for storage. iPod Nano has gone through six models, or generations, since its introduction... , iPod shuffle IPod shuffle The iPod Shuffle is a digital audio player designed and marketed by Apple Inc. It is the smallest model in Apple's iPod family, and was the first to use flash memory...  (Product) Red Special Edition	(Product) Red is available with the 1GB and 2GB iPod Shuffle, and the 8GB and 16GB iPod nano, which are only available at the Apple Store, and the Apple Store website. http://store.apple.com/1-800-MY-APPLE/WebObjects/AppleStore.woa/wa/RSLID?nnmm=main&mco=EC571521	$10 (Nano)	shuffle $49(1GB), $69(2GB); nano $149(8GB), $199(16GB)
January 24, 2008	Computers/Operating system Operating system An operating system is a set of programs that manage computer hardware resources and provide common services for application software. The operating system is the most important type of system software in a computer system...	Dell Inc. + Microsoft Corporation	XPS One, XPS 1330, XPS 1530, and AIO 948 Printer (Product) Red Special Edition; All computers include Windows Vista Ultimate (RED)	(Product) Red is available with the XPS One (80 dollar donation), XPS 1330 (50 dollar donation), XPS 1530 (50 dollar donation), and the AIO 948 (5 dollar donation)	80.00, 50.00, or 5.00	XPS One starting at $1599, XPS 1330 and XPS 1530 starting at $1,149 and AIO 948 starting at $99
November 11, 2008	MP3 player	Apple Inc.	iPod nano IPod nano iPod Nano is a digital media player designed and marketed by Apple Inc.. The first generation of iPod Nano was introduced on September 7, 2005 as a replacement for iPod Mini. It uses flash memory for storage. iPod Nano has gone through six models, or generations, since its introduction...  (Product) Red Special Edition	Apple announces new iPod nano 4th generation (Product) Red	N/A	Apple iPod Nano starts at $149 for an 8GB capacity, with a 16GB version costing $199
November 27, 2008	Beverages	Starbucks Starbucks Starbucks Corporation is an international coffee and coffeehouse chain based in Seattle, Washington. Starbucks is the largest coffeehouse company in the world, with 17,009 stores in 55 countries, including over 11,000 in the United States, over 1,000 in Canada, over 700 in the United Kingdom, and...	(STARBUCKS)RED Exclusive beverages	RED exclusive beverages consist of Starbucks holiday beverage options including Peppermint Mocha Twist, Gingersnap Latte, and Espresso Truffle	$0.05 from every (STARBUCKS)RED Exclusive beverage sold through January 9, 2009.
November 30, 2009	Shoelaces	Nike Nike, Inc. Nike, Inc. is a major publicly traded sportswear and equipment supplier based in the United States. The company is headquartered near Beaverton, Oregon, which is part of the Portland metropolitan area...	(NIKE) RED laces	Red shoelaces with the slogan "Lace Up. Save Lives." Sponsored by footballers Didier Drogba Didier Drogba Didier Yves Drogba Tébily is an Ivorian footballer who plays in the centre forward position. He currently plays for Chelsea in the Premier League, where he is deputy vice-captain, and is the captain and all-time top scorer of the Côte d'Ivoire national football team...  (Chelsea F.C. Chelsea F.C. Chelsea Football Club are an English football club based in West London. Founded in 1905, they play in the Premier League and have spent most of their history in the top tier of English football. Chelsea have been English champions four times, FA Cup winners six times and League Cup winners four... ), Joe Cole Joe Cole Joseph John "Joe" Cole is an English footballer who plays for Lille, on loan from Liverpool, and the England national football team as midfielder. He started his career with where he played more than 100 games during five years, until he left for Chelsea in 2003...  (Liverpool F.C.), Andrey Arshavin Andrey Arshavin Andrey Arshavin is a professional footballer who plays as an attacking midfielder for English Premier League club Arsenal FC and is captain of the Russian national team....  (Arsenal F.C. Arsenal F.C. Arsenal Football Club is a professional English Premier League football club based in North London. One of the most successful clubs in English football, it has won 13 First Division and Premier League titles and 10 FA Cups... ), Denilson Denílson Denílson is a Portuguese given name.It may refer to these Brazilian footballers:* Denílson Custódio Machado , retired attacking midfielder* Denílson de Oliveira Araújo , Brazilian midfielder, 2002 FIFA World Cup winner...  (Arsenal F.C.), Marco Materazzi Marco Materazzi Marco Materazzi , is an Italian footballer who plays as a defender, and is currently a free agent.At the beginning of his career, Materazzi played with various Italian teams in Serie B and Serie C, and with Premier League side Everton. He spent two periods with Perugia and signed for...  (Inter Milan), Lucas Neill Lucas Neill Lucas Edward Neill is an Australian Soccer player who currently plays for UAE Pro-League club Al Jazira. He is a full back. Neill had spent almost 15 years of his career playing in England. He represented Australia at the 2006 FIFA World Cup, the 2007 AFC Asian Cup, the 2010 World Cup in South...  (Galatasaray Galatasaray Galatasaray Spor Kulübü is a Turkish sports club based in Istanbul, most notable for its football section, also known as Galatasaray S.K.. It also fields teams in Athletics, Basketball, Wheelchair basketball, Volleyball, Water polo, Swimming, Rowing, Sailing, Judo, Bridge, Equestrian, Handball,... ), Clint Dempsey Clint Dempsey Clinton Drew "Clint" Dempsey is an American soccer player who plays for Fulham and the United States national team. Dempsey usually plays as either an attacking midfielder, or a striker....  (Fulham F.C. Fulham F.C. Fulham Football Club is a professional English Premier League club based in southwest London Fulham, in the London Borough of Hammersmith and Fulham. Founded in 1879, they play in the Premier League, their 11th current season... ) and Seol Ki-Hyeon Seol Ki-Hyeon Seol Ki-Hyeon or Seol Ki-Hyun |Gangwon]]) is a South Korean professional footballer who plays for Ulsan Hyundai as a winger or striker. He is also the first South Korean footballer to score in the history of the UEFA Champions League, during his time at RSC Anderlecht.-Early career:At the end of...  (Fulham F.C.)	100%	$4/pair
May 20, 2010	Books	Penguin Books Penguin Books Penguin Books is a publisher founded in 1935 by Sir Allen Lane and V.K. Krishna Menon. Penguin revolutionised publishing in the 1930s through its high quality, inexpensive paperbacks, sold through Woolworths and other high street stores for sixpence. Penguin's success demonstrated that large...	Penguin Classics (RED)	Penguin Classics is publishing a set of eight classic novels: The House of Mirth The House of Mirth The House of Mirth , is a novel by Edith Wharton. First published in 1905, the novel is Wharton's first important work of fiction, sold 140,000 copies between October and the end of December, and added to Wharton's existing fortune.... by Edith Wharton Edith Wharton Edith Wharton , was a Pulitzer Prize-winning American novelist, short story writer, and designer.- Early life and marriage:... , The Turn of the Screw The Turn of the Screw The Turn of the Screw is a novella written by Henry James. Originally published in 1898, it is ostensibly a ghost story.Due to its ambiguous content, it became a favourite text of academics who subscribe to New Criticism. The novella has had differing interpretations, often mutually exclusive... by Henry James Henry James Henry James, OM was an American-born writer, regarded as one of the key figures of 19th-century literary realism. He was the son of Henry James, Sr., a clergyman, and the brother of philosopher and psychologist William James and diarist Alice James.... , The Secret Agent The Secret Agent The Secret Agent: A Simple Tale is a novel by Joseph Conrad published in 1907. The story is set in London in 1886 and deals largely with the life of Mr. Verloc and his job as a spy. The Secret Agent is also notable as it is one of Conrad's later political novels, which move away from his typical... by Joseph Conrad Joseph Conrad Joseph Conrad was a Polish-born English novelist.Conrad is regarded as one of the great novelists in English, although he did not speak the language fluently until he was in his twenties... , Great Expectations Great Expectations Great Expectations is a novel by Charles Dickens. It was first published in serial form in the publication All the Year Round from 1 December 1860 to August 1861. It has been adapted for stage and screen over 250 times.... by Charles Dickens Charles Dickens Charles John Huffam Dickens was an English novelist, generally considered the greatest of the Victorian period. Dickens enjoyed a wider popularity and fame than had any previous author during his lifetime, and he remains popular, having been responsible for some of English literature's most iconic... , Notes from Underground Notes from Underground Notes from Underground is an 1864 short novel by Fyodor Dostoyevsky. Notes is considered by many to be the first existentialist novel... by Fyodor Dostoyevsky, Dracula Dracula Dracula is an 1897 novel by Irish author Bram Stoker.Famous for introducing the character of the vampire Count Dracula, the novel tells the story of Dracula's attempt to relocate from Transylvania to England, and the battle between Dracula and a small group of men and women led by Professor... by Bram Stoker Bram Stoker Abraham "Bram" Stoker was an Irish novelist and short story writer, best known today for his 1897 Gothic novel Dracula... , Anna Karenina Anna Karenina Anna Karenina is a novel by the Russian writer Leo Tolstoy, published in serial installments from 1873 to 1877 in the periodical The Russian Messenger... by Leo Tolstoy Leo Tolstoy Lev Nikolayevich Tolstoy was a Russian writer who primarily wrote novels and short stories. Later in life, he also wrote plays and essays. His two most famous works, the novels War and Peace and Anna Karenina, are acknowledged as two of the greatest novels of all time and a pinnacle of realist...  and Thérèse Raquin Thérèse Raquin Thérèse Raquin is the title of a novel and a play by the French writer Émile Zola. The novel was originally published in serial format in the journal L'Artiste and in book format in December of the same year.-Plot introduction:Thérèse Raquin tells the story of a young woman, unhappily married to... by Émile Zola Émile Zola Émile François Zola was a French writer, the most important exemplar of the literary school of naturalism and an important contributor to the development of theatrical naturalism... .	50% of profits	£6.99/£7.99 a book.

See also

• The Lazarus Effect
  The Lazarus Effect (film)
  The Lazarus Effect is a 2010 documentary film about the positive impact of free antiretroviral drug therapy on HIV/AIDS patients in Africa. It was directed by Lance Bangs, and executive produced by Spike Jonze, after an organizer from AIDS awareness group suggested the project to them...
  
  
• American Express Red
  American Express Red
  The American Express Red is an American Express credit card which has been launched for the first time in the United Kingdom in March 2006. Applicants must be UK residents...
  
  
• Cause marketing
  Cause marketing
  Cause marketing or cause-related marketing refers to a type of marketing involving the cooperative efforts of a "for profit" business and a non-profit organization for mutual benefit. The term is sometimes used more broadly and generally to refer to any type of marketing effort for social and...
  
  
• The Global Fund to Fight AIDS, Tuberculosis and Malaria
  The Global Fund to Fight AIDS, Tuberculosis and Malaria
  The Global Fund to Fight AIDS, Tuberculosis and Malaria is an international financing organization that aims to "[a]ttract and disburse additional resources to prevent and treat HIV and AIDS, tuberculosis and malaria." A public–private partnership, the organization has its secretariat in Geneva,...
  
  

External links

• Report on the Private Sector and Product Red

Official links

• Official site
• Global Fund page on Product Red
• Presentation by Product (RED)'s President USF MBA Podcast, 25 February 2007
• Official Facebook site
• Flowe(RED) The (RED) online flower delivery service

Critiques

• "Shopping is Not Sharing" CBS News, 17 October 2006
• "Why the new Amex card makes me see red" Spiked Online, 28 September 2006
• "Costly Red Campaign Reaps Meager $18 Million" Advertising Age, 5 March 2007 (registration required)
• "The Big Question: Does the RED campaign help big Western brands more than Africa?" (rebuttal of Ad Age article) The Independent, 19 August 2007
• "Does Shopping for a Good Cause Really Help?" Newsweek, 14 March 2007
• Brand Aid: Shopping Well to Save the World (University of Minnesota Press, 2011)