To engage business and consumer power for the Global Fund in the fight against AIDS by encouraging consumers to save lives and buy (RED), freuds launched product (RED) at the World Economic Forum in 2006 and has continued to support the campaign since then.
Starting with just four brand names – Gap, AMEX, Armani and Converse, the campaign has welcomed many others onboard since, including Starbucks, Nike and Bugaboo in 2009 and Dipthyque and Penguin in 2010. In 2014, Bank of America and U2 collaborated to donate $10m to (RED). During a 60 second advert at the 2014 Super Bowl, U2 performed new music, which was available globally for consumers to download for free for 24 hours. The campaign has generated profits of over $250m for the Global Fund since 2006.