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

Total contribution
US$650 million
Partner since

Bono and Bobby Shriver created (RED) in 2006 to engage millions of people in the greatest challenge of our time – the fight to end AIDS in Africa, where two thirds of the world’s estimated 37 million people living with HIV 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 see the end of AIDS in our lifetimes. To ensure that we get the number of babies born each day down from 500 to near zero, 1.4 million pregnant women with HIV will need to get lifesaving treatment. Treatment costs as little as 20 cents a day. (RED) was designed to kick-start a steady flow of corporate money into the Global Fund to help make this possible.


As of September 2020, (RED) has generated over US$650 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 180 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.

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) had already generated more private sector funds than any other business initiative among Global Fund contributors.