After launching the RED line in the UK earlier this year, Bono officially introduced (PRODUCT) RED to the US on October 13.
Gap, Converse, Motorola, and Apple have all agreed to carry RED products, where a portion of the proceeds will go to fight AIDS in Africa. In a sure way to get the attention of American consumers, Bono promoted the launch on Oprah, where the powerful pair went on a shopping spree for RED products in Chicago.
Co-founders Bono and Bobby Shriver began the initiative alongside the ONE Campaign to Make Poverty History.
"Where ONE takes on the bigger, longer-term beast of changing policy and influencing government, (RED) is, I guess, about a more instant kind of gratification. If you buy a (RED) product from GAP, Motorola, Armani, Converse or Apple, they will give up to 50% of their profit to buy AIDS drugs for mothers and children in Africa," said Bono.
"(RED) is the consumer battalion gathering in the shopping malls. You buy the jeans, phones, iPods, shoes, sunglasses, and someone - somebody's mother, father, daughter or son - will live instead of dying in the poorest part of the world. It's a different kind of fashion statement."
Many of the items, including the Gap products and the iPod nano (PRODUCT) RED Special Edition will be available in Canada. For more info, visit http://www.joinred.com/home.asp.
Writer: Meghan Wubs