(RED) Is a Simple Idea
Channel: World AIDS Day
A selection of videos contributed to the (RED) campaign by world’s artists in this section:
Alexander McQueen
The reputation of fashion designer Alexander McQueen has been built as much on his daring creations as his ability to shock. He has won "British Designer of the year" four times, been awarded a CBE and was named International Designer of the Year at the Council of Fashion Designer Awards.
The (RED) Manifesto
All things being equal. They are not.
As first world consumers we have tremendous power. What we collectively choose to buy or not to buy can change the course of life and history on this planet.
(RED) is that simple an idea. And that powerful. Now you have a choice there are (RED) credit cards, (RED) phones, (RED) shoes, (RED) fashion brands. And no this does not mean that they are all red in color. Although some are.
If you buy a (RED) product or sign up for a (RED) service, at no cost to you, a (RED) company will give some of its profits to buy and distribute anti-retroviral medicine to our brothers and sisters dying of AIDS in Africa.
We believe that when consumers are offered this choice, and the products meet their needs, they will choose (RED). And when they choose (RED) over non-(RED) then more brands will choose to become (RED) because it will make good business sense to do so. And more lives will be saved.
(RED) is not a charity. It is simply a business model. You buy the (RED) stuff, we get the money, buy the pills and distribute them. They take the pills, stay alive, and continue to take care of their families and contribute socially and economically in their communities.
If they don’t get the pills, they die. We don’t want them to die. We want to give them the pills. And we can. And you can. And it’s easy.
All you have to do is upgrade your choice.
