PRODUCT) RED™ was created to engage the private sector in the fight against AIDS in order to deliver a sustainable flow of funds to the Global Fund to Fight AIDS, Tuberculosis and Malaria and to raise public awareness about HIV and AIDS in Africa. Companies whose products take on the (PRODUCT) RED mark contribute a portion of profits from the sale of that product to Global Fund financed HIV/AIDS programs in Africa.

(RED) works with the world’s best brands to make unique (PRODUCT) RED-branded products and direct up to 50% of their gross profits to the Global Fund to invest in African AIDS programs with a focus on the health of women and children. (RED) is not a charity or "campaign". It is an economic initiative that aims to deliver a sustainable flow of private sector money to the Global Fund.  

Since (PRODUCT) RED launched in 2006, (RED) partnerships with Converse, Gap, Emporio Armani, Apple, Starbucks, Hallmark, Dell, Microsoft and American Express (UK only) and (RED) events have generated more than $130 million for the Global Fund.

(RED) money flows to four countries in Africa - Rwanda, Swaziland, Ghana and Lesotho. These locally-designed comprehensive programs provide antiretroviral therapy for HIV positive individuals, support HIV prevention, feed and educate children orphaned by AIDS and provide the low-cost treatments needed to reduce the risk of transmission of HIV from mother to child. 100% of all (RED) contributions are channeled into implementation, no overhead is taken out.

(PRODUCT) RED is the first initiative to bring together some of the world's leading companies as partners in a joint commitment to channel a percentage of profits to assist in the fight against the AIDS pandemic. (PRODUCT) RED has become one of the largest consumer-based income-generating initiatives by the private sector for an international humanitarian cause.

For more information about (RED), visit www.joinred.com

Bill Gates, Bono, and Michael Dell in Davos, Switzerland with the new red line of Dell.

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