(RED)

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


Total contribution
US$700 million
Partner since
2006

Bono and Bobby Shriver created (RED) in 2006 to turn businesses and people into a global force to fight AIDS and the inequities that allow it to thrive. Today, history is on repeat as COVID-19 is crippling vital health systems where poverty and discrimination exist, leaving the entire world at risk. But we have the tools to stop it. (RED) works with the world’s most iconic brands and organizations to develop (RED)-branded products and experiences that, when purchased, trigger corporate giving to the Global Fund. These contributions are then invested in HIV/AIDS and COVID relief programs, supporting countries to fight two pandemics at once.

Mission

The world is at a critical milestone in the fight against AIDS. COVID-19 threatens to roll-back hard fought progress on HIV and persisting global inequities in the pandemic response have left the entire world at risk. With equitable access to testing, treatment, and vaccines for everyone, we can end COVID everywhere and set the world back on track to defeating HIV/AIDS. Together, with our partners, supporters, and collaborators, (RED) sounds the alarm on the injustice of global health emergencies and funds Global Fund programs that save lives. (RED) was made for this moment.

Impact

As of December 2021, (RED) has generated over US$700 million to support Global Fund HIV/AIDS grants in Ghana, Eswatini, Kenya, Lesotho, Rwanda, South Africa, Tanzania and Zambia.

(RED) dollars have impacted the lives of over 245 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. (RED) funding also supports COVID relief programs that reduce disruptions to vital health services and equip communities to fight the current pandemic. All programs are reviewed and measured for success.

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

How it works

(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 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 contributors.

For over 15 years, (RED) has collaborated with the world’s most innovative and dynamic brands by creating iconic (RED) products campaigns, and moments that cast partners in the heroic role of helping to save lives.