(RED)™ was created to engage the private sector in the fight against AIDS, to deliver a sustainable flow of funds to the Global Fund 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 most sought after brands to create (PRODUCT)^RED branded products. When these products are purchased, the partner company directs up to 50% of their gross profits to the Global Fund. This money is used to invest in African AIDS programs. (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.

As of June 2011 (RED) partners and events have generated more than US $170 million for the Global Fund. (PRODUCT)^RED Proud Partners include: American Express (U.K. only), Apple, Bugaboo, Converse, Dell, Emporio Armani, Gap, Hallmark (U.S. only), Nike, Penfolds, Penguin Classics and Starbucks. (PRODUCT)^RED Special Edition Partners include: Beats By Dr. Dre, Belvedere Vodka, Carolina Bucci, Diptyque, Girl Skateboard, Shazam, Solange Azagury – Partridge and Timbuk2.

(RED) money currently flows to programs in six countries in Africa - Rwanda, Swaziland, Ghana, Lesotho, Zambia and South Africa. 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 channelled 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 private sector consumer-based income-generating initiatives supporting an international humanitarian cause.

The AIDS Free Generation is Due in 2015

For the first time since AIDS arrived on the scene, we have a chance to realize, in the next 5 years, a whole generation born AIDS free. This goal is achievable through continued funding from the global health community, including the Global Fund. As a way to educate people about the goal and create a rallying cry to help achieve it, (PRODUCT)^RED have enlisted numerous street artists, painters, illustrators, photographers and sculptors to provide their creative interpretation of an AIDS Free Generation born in 2015.

The Lazarus Effect, A (RED)/HBO Documentary

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.