October 20, 2006
PRODUCT (RED)?
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Announcing Product (RED), Bono said: "Philanthropy is like hippy music, holding hands. Red is more like punk rock, hip-hop; this should feel like hard commerce." |
When Product (RED) was announced in Davos, Switzerland last year at the World Economic Forum, Bono said: "Philanthropy is like hippy music, holding hands. Red is more like punk rock, hip-hop; this should feel like hard commerce...People see a world out of whack. They see the greatest health crisis in 600 years and they want to do the right thing, but they're not sure what that is. Red is about doing what you enjoy and doing good at the same time."
This month, GAP windows everywhere and some high-end fashion mags are featuring celebrities - Mary J. Blige, Penelope Cruz, Chris Rock, and Christy Turlington among others - photographed by Annie Leibowitz in GAP Red-wear. GAP, along with Converse, iPod, Motorola, and other major multinational corporations, has launched new products in "the signature color" of the AIDS emergency. A portion - varying depending on the company and product - of Product (RED) sales will go to the Global Fund to Fight AIDS, Tuberculosis and Malaria.
Bono's latest venture raises critical questions, and Ian's latest blog at RHRealitycheck begins asking the hard ones about consumerism, Africa-as-the-latest fashion trend, and the structural causes that are perpetuating the AIDS crisis in developing nations. He also asks if Red might be inspiring young consumers to get involved in the AIDS emergency (hence red - as in "code red"), but what is that involvement exactly?
Jump into this dialogue- post your comments on RHRealityCheck.org.