(RED) was created by Bono and Bobby Shriver in 2006 to engage millions of people in the greatest challenge of our time – the fight to end AIDS in Africa where 2/3 of the world’s estimated 35 million people with HIV/AIDS live. (RED) works with the world’s most iconic brands and organizations to develop (RED)-branded products and services, that when purchased, trigger corporate giving to the Global Fund. These contributions are then invested in HIV/AIDS programs in Africa, with a focus on countries with high prevalence of mother-to-child transmission of HIV.
The world is at a critical milestone in the fight against AIDS: Today, medicines exist that can prevent mother-to-child transmission of HIV. With continued funding and focus, we could conceivably see an AIDS free generation this decade. To ensure that we get the number of babies born each day down from 700 to near zero, 1.4 million pregnant women with HIV will need to get lifesaving treatment at a cost of around 40 cents a day. (RED) was designed to kick-start a steady flow of corporate money into the Global Fund to help make this possible.
(RED) is a simple idea that transforms our incredible collective power as consumers into a financial force that saves lives. Before (RED) came into being, businesses had contributed just $5 million to the Global Fund, while the public sector had given more than $5 billion. Within just 8 years of launching, (RED) has already generated more private sector funds than any other business initiative among Global Fund contributors.
To date, (RED) has contributed over $250 million to support Global Fund HIV/AIDS grants in Ghana, Kenya, Lesotho, Rwanda, South Africa, Swaziland, Tanzania and Zambia.
(RED) dollars have impacted the lives of more than 40 million people on the ground through locally-designed programs that provide HIV testing and counseling, support HIV prevention, provide antiretroviral therapy for HIV positive individuals, care for children orphaned by AIDS and provide the low-cost treatments needed to reduce the risk of HIV transmission from mother to child. All programs are reviewed and measured for success.
(RED) is a division of The ONE Campaign. Learn more at www.red.org
Eat (RED) Drink (RED) Save Lives
(RED), U2 and Bank of America Partner to Fight AIDS
(RED) Auction Raises US$46 Million for Global Fund
EVER WONDER HOW (RED) WORKS? When you choose to buy (RED), a portion of the profits goes directly to the Global Fund and is invested in HIV/AIDS programs in Africa. See (RED) dollars at work on the ground in Lesotho. (BUY)RED, SAVES LIVES. Find out more at http://www.joinred.com
The Lazarus Effect documentary, directed by Lance Bangs and executive produced by Spike Jonze, illustrates the transformative effect of life-saving antiretroviral medicine — costing as little as 40 cents a day — through the stories of HIV-positive people in Zambia. You can watch The Lazarus Effect film at www.youtube.com/joinred. In the autumn of 2010, (RED) followed up on these stories. Watch the update here
For more information about (RED)
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