Product Red

Product Red, stylized as (PRODUCT)^RED or (PRODUCT)RED, is a licensed brand by the company Red, stylized as (RED), that seeks to engage the private sector in raising awareness and funds to help eliminate HIV/AIDS in eight African countries, namely Eswatini, Ghana, Kenya, Lesotho, Rwanda, South Africa, Tanzania, and Zambia. It is licensed to partner companies including Apple Inc., Nike, American Express (UK), The Coca-Cola Company, Starbucks, Converse, Electronic Arts, Primark, Head, Buckaroo, Penguin Classics (UK & International), Gap, Armani, FIAT, Hallmark (US), SAP, Beats Electronics, and Supercell. The concept was founded in 2006 by U2 frontman and activist Bono, together with Bobby Shriver of the One Campaign and DATA. The Global Fund to Fight AIDS, Tuberculosis and Malaria is the recipient of Product Red's money. As part of a new business model, each partner company creates a product with the Product Red logo. In return for the opportunity to increase revenue through the Product Red license, up to 50% of profits gained by each partner is donated to the Global Fund. As Product Red is owned by Red, a portion of the contributions received from the partner brands is assigned as profit. Such an amalgamation of humanitarian aid and for-profit businesses is one example of "ethical consumerism". In 2012, One Campaign acquired Red as a division of One. Both organizations were co-founded by Bono and Shriver. Since 2020, Product Red has been used in the global fund to combat the COVID-19 pandemic. Created in 2006, the Global Fund to Fight AIDS, Tuberculosis and Malaria support large-scale prevention, treatment and care programs for these three infectious diseases. Today, 20 percent of all international funding for HIV/AIDS-related programs, 69 percent for tuberculosis, and 65 percent 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 continued financing.