Product Red, styled as (PRODUCT)RED, is a brand licensed to partner companies such as Nike, American Express (UK), Apple Inc., Starbucks, Converse, Bugaboo, Penguin Classics (UK & International), Gap, Emporio Armani, Hallmark (US), Dell, SAP and Beats Electronics (Beats by Dr. Dre). The concept was founded in 2006 by U2 frontman and activist, Bono, together with Bobby Shriver of the ONE/DATA; the pair sought to engage the private sector for the purpose of raising awareness and funds to help eliminate HIV/AIDS in Africa. The Global Fund to Fight AIDS, Tuberculosis and Malaria is a recipient of (RED) money.
As part of a new business model, developed in partnership with Wolff Olins, each partner company creates a product with the Product Red logo. In return for the opportunity to increase revenue through the Product Red license, a percentage of the profit gained by each partner is donated to the Global Fund.[dead link] As Product Red is a private company, a portion of the contributions received from the partner brands is assigned as profit. Such an amalgamation of humanitarian aid and for-profit businesses is one example of "ethical consumerism."
Susan Smith Ellis was appointed to the position of CEO in June 2007.
[hide] 1 The Global Fund
5 See also
8 External links 8.1 Official links
 The Global Fund
Created in 2002, the Global Fund to Fight AIDS, Tuberculosis and Malaria supports large-scale prevention, treatment and care programs for these three infectious diseases. Today, a quarter of all international funding for HIV/AIDS-related programs, over half for tuberculosis, and almost three-quarters for malaria worldwide comes from The Global Fund. The concept of “performance-based funding” is central to the organization and only those grant recipients who can demonstrate measurable and effective results from...
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