In 2007, Gap introduced its marketing campaign for (PRODUCT) RED, a for-benefit brand designed to help eliminate AIDS in Africa. Captured by acclaimed photographer Annie Leibovitz and featuring a diverse cast of socially-conscious celebrities, the new campaign underscores the idea that it is possible for an individual to change the world.
“Since launching last year, (PRODUCT) RED has contributed more than $45 million to the Global Fund to finance programs that help women and children affected by HIV/AIDS in Africa,” said Marka Hansen, president of Gap Brand North America. “Gap is honored to be a partner of (PRODUCT) RED and we’re excited to continue creating special, limited edition collections that help raise awareness of the epidemics facing Africa, while inspiring people to make a difference in the lives of others.”
As part of Gap’s partnership with (PRODUCT) RED, half the profits from Gap’s sales of Gap (PRODUCT) RED collections go directly to the Global Fund to help finance AIDS programs in Africa with a focus on women and children.
Gap launched its (PRODUCT) RED collection for men and women comprised of items rooted in classic Gap product categories such as T-shirts, hoodies, jeans and accessories. Even its product lines like babyGap and GapKids joined in, introducing (PRODUCT) RED collections made especially for babies and kids including bodysuits for babies with playful “(RED)” words like DELIVE(RED) and DIAPE(RED), and T-shirts with kid-inspired graphics and embellishments. All of these items are branded Gap (PRODUCT) RED and feature subtle, distinct details inspired by (RED)™.
Gap also introduced the (2 WEEKS) T-shirt, a limited edition T-shirt featuring a compelling message about the direct impact that contributions from the sale of this T-shirt will make to the Global Fund. These funds will support programs which provide HIV/AIDS prevention, care and treatment in Africa. Contributions from the sale of the (2 WEEKS) T-shirt are equivalent to the average cost of 2 weeks of antiretroviral (ARV) medicine in Africa which, along with appropriate nutrition and care, enables people living with HIV to lead healthy, normal lives. Gap’s ad campaign featured Anne Hathaway and John Legend wearing the (2 WEEKS) T-shirt.
About (RED)™ and (PRODUCT) RED™
(RED)’s primary objective is to engage the private sector in raising awareness and funds for the Global Fund, to help eliminate AIDS in Africa. Companies whose products take on the (PRODUCT) RED mark contribute a significant percentage of the sales or portion of the profits from that product to the Global Fund to finance AIDS programs in Africa, with an emphasis on the health of women and children. Current partners are: American Express (U.K. only), Apple, Converse, Gap, Emporio Armani, Hallmark, Dell, Windows and Starbucks. Since its launch in the Spring of 2006, more than $130 million has been generated by (RED) for the Global Fund. (RED) money is at work in Swaziland, Rwanda, Ghana and Lesotho. For more information, visit //www.joinred.com.
About The Global Fund to Fight AIDS, Tuberculosis and Malaria
Since its creation in 2002, the Global Fund has become the dominant financer of programs to fight AIDS, tuberculosis and malaria, with approved funding of US $15 billion for programs in 140 countries. The Global Fund supports programs based on agreed performance targets and disburses money in response to proven results. At the end of 2008, programs supported by the Global Fund have averted more than 3.5 million deaths by providing AIDS treatment for 2 million people, TB treatment for 4.6 million people, and by the distribution of 70 million insecticide-treated bed nets for the prevention of malaria worldwide. For more information visit //www.theglobalfund.org.