This week marks the launch of one of the most socially inspiring examples of capitalism done well. Chartering new business waters, Bono and partners have launched Product (RED) in the US. So far, its beautiful. Check out the web presence here and read the manifesto.
The campaign hit both the Times and the New Yorker this week – sporting attractive pictures of Chris Rock and Penelope Cruz.
The campaign is not a charity. It is a business model where iconic products can take on the brand if they donation a portion (though not all) of their profits from that product to the Global Fund for the eradication of many diseases in Africa. The (RED) manifesto states that, “When consumers are offered this choice, and the products meet their needs, they will choose (RED).”
There’s a couple of personable folk working for the Fund that are keeping a friendly blog, too. I wrote Sasha to see if I could help him get included. I found a few folk on LinkedIn who are directly involved with the campaign. And I’m tapping my friends at Amex to see if we can’t get Broadstreet involved.
Imagine if all products had this drive – you could help the needs of the world simply by choosing new product. Shotgun (SLATE BLUE) for civil liberties. And (ROSE) for Mapendo.
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