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(PRODUCT)RED is an initiative started by singer Bono (from popular band U2) and Bobby Shriver to raise both awareness as well as funds for Debt AIDS Trade in Africa (DATA) to combat proliferating diseases like AIDS, malaria and tuberculosis. It has now become an established brand with partners like Apple, Gap, Motorola and numerous others.

The crux of this whole (PRODUCT)RED idea is for partner companies like Apple and Motorola to design and manufacture their own products, but in a bright crimson shade, thus RED. These products would be manufactured but in controlled quantities, instantly producing items of limited edition. These RED products are unique and are designed to appeal to the masses as something out of the ordinary. These products are then marketed extensively, with emphasis on helping fight AIDS in Africa, and are usually sold at a higher retail price than the same products not of RED origin. A certain percentage of revenue earned from selling these products would be returned to DATA to fund the AIDS campaign in Africa. The first country identified to receive benefits from (PRODUCT)RED is Rwanda.

Thus far, some RED products include the American Express RED Card, the iPod Nano RED and the Motorola RAZR RED. Some of these products are especially popular with consumers as the red hue gives these products a refreshingly new dimension. Also, many perceive the notion of owning something from (PRODUCT)RED as cool and chic, and it counts as doing a good deed as they would be helping the needy in Africa.

However, many people (inclusive of this author) have questioned the efficacy of the (PRODUCT)RED campaign. Sure enough, it has generated enormous volumes of hype and publicity, but is this publicity about the products being launched or for the beneficiaries of this campaign in Africa? Also I personally question the sincerity of partner companies. Is this partnership built purely on altruistic ideals or is there a profit-driven agenda? I believe that they have gained much monetary as well as intangible benefits from (PRODUCT)RED (massive publicity). Although a share of profits are donated, RED products are usually priced much higher than their non-RED counterparts (close to 30% more for the iPod Nano RED).

Despite its various shortcomings, it is impossible and unfair to ignore the level of awareness (PRODUCT)RED has brought about. Beneath the sensationalism, I feel more people now do recognize the plight of Africans. Moreover, I personally applaud the efforts of Bono in advancing the (PRODUCT)RED cause. He has traveled all over Africa, experiencing the suffering of the needy. He funds many events from his own pocket and urges his fans to help in any way they can.

On a lighter note, (PRODUCT)RED has created its own trend and created a following. (PRODUCT)RED is a must-have for the fashion-conscious youths of the generation. For the more pragmatic (let’s not use ‘old-fashioned’ shall we?), (PRODUCT)RED is a waste of hard-earned cash and entirely superfluous. I would feel better donating directly to the Red Cross Society.

Visit PRODUCT(RED) official website
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