Bottom Line for (Red)
"(Product)RED," a campaign started by U2 front man Bono, combines consumerism and altruism. In the year since its start, American consumers have generated over $22 million to fight HIV/AIDS through the purchase of "(Product)RED" branded ipods, t-shirts and other products. While the campaign has had a positive effect by providing much needed funds to health clinics in Rwanda, Ghana and Swaziland, critics of RED remain skeptical.
According to Rwandan officials, Red contributions have built 33 testing and treatment centers, supplied medicine for more than 6,000 women to keep them from transmitting H.I.V. to their babies, and financed counseling and testing for thousands more patients.
Ben Davis of San Francisco, who created a Red parody online that says “Buy(Less),” is encouraging consumers to give more directly to nonprofits that support AIDS programs in Africa. “I just think that increased consumption in America can’t be the only way to solve Africa’s problem,” Mr. Davis said.
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