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...