(RED)

The leading consumer marketing initiative to finance HIV/AIDS programs through the Global Fund

Total contribution

US$760 million

Partner since

2006

Founded by Bono & Bobby Shriver in 2006 to fight AIDS, (RED) partners with the world’s most iconic brands and people to create products and experiences that raise money, heat, and urgency for global health crises. Every action you take with (RED) makes a difference. It’s simple: Choose (RED). Save lives.

(RED) is a division of The ONE Campaign. Learn more at www.red.org.

For nearly 2 decades, (RED) has partnered with the world’s most innovative and iconic brands.

Mission

Preventable and treatable diseases are only preventable and treatable for some. (RED) works to end that injustice. Together with its partners, (RED) drives critical awareness for the AIDS fight and funds life-saving grants that empower health workers and provide testing, treatment, and care in places where injustice enables pandemics to thrive. The majority of (RED)-supported grants operate in sub-Saharan Africa, which is home to more than two-thirds of the global HIV population. (RED) and the Global Fund work closely together to ensure the money is distributed effectively and transparently across (RED)’s portfolio of grants.

Impact

As of June 2024, (RED) has generated over US$760 million to support Global Fund grants for HIV and AIDS programs in Ghana, Eswatini, Kenya, Lesotho, Rwanda, South Africa, Tanzania, Zambia, as well as Colombia and Guatemala. (RED) dollars have impacted the lives of over 290 million people in countries where the Global Fund invests, 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.

Before (RED), businesses had contributed just US$5 million to the Global Fund, while the public sector had given more than US$5 billion. Within just ten years of launching, (RED) generated more private sector funds than any other business initiative among Global Fund partners. Today, (RED) is the largest private sector contributor to the Global Fund.

Healthcare worker collecting blood sample from patient at Mtendere Mission Hospital in Zambia. Photo: Adam Sjoberg/(RED)