Product Red Fighting AIDS in Africa

Bono is at it again. And good for him, despite the public's overdose of his pontificating. He's preaching for a good cause. This time, he's joined forces with Bobby Shriver of Debt AIDS Trade in Africa to raise awareness and money for the Global Fund to Fight AIDS, Tuberculosis and Malaria. Product Red is an innovative way of campaigning for charity -- instead just going to the general public, Product Red targets businesses. It is a brand who's cachet is its cool, which it makes available to businesses to create products against. The catch: a portion of the sales goes straight to the Global Fund.

The brand is a great way for consumers -- who will consume, no matter what -- to affiliate themselves with something greater than themselves. It basically provides a little less guilt at the rampant consumerism of the west. A little help goes to those who need it, and you get to continue your affluent lifestyle. So far, American Express, Apple, Converse, Motorola, Gap and Giorgio Armani have signed up to produce products with the Product Red brand. If this all leaves you with a slight queasy feeling in your stomach, then you're part of the converted. Just remember that there is the masses out there that really don't give a shit if Africa is dying. Product Red hopes to empty their wallets while they're not looking. If you're queasy, this isn't for you -- it's for them.

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