[[File:Nano omores.jpg|thumb|200px|One of the products included in Product Red]]Products include:<ref>[http://www.joinred.com/Shop.aspx JoinRed.com, Products.]</ref>
[[File:Nano omores.jpg|thumb|200px|One of the products included in Product Red]]Products include:<ref>[http://www.joinred.com/Shop.aspx JoinRed.com, Products.]</ref>
Each partner company creates a product with the Product Red logo. In return for the opportunity to increase its own revenue through the Product Red products that it sells, a percentage of the profit is given to the Global Fund.[1]
Guiding principles
Product Red states that its main principles are:[2]
To expand opportunities for the people in the continent of Africa.
To respect its employees and ask its partners to do the same with their employees and the people who help make their products or deliver their services.
To promote the fight against HIV/AIDS in the workplace.
To see the power of a community mobilized for hope, health and progress.
To ask its partners to uphold the same principles.
Bugaboo International. A Dutch design company that makes pushchairs for infants and toddlers. When you choose 'any' Bugaboo product, Bugaboo contributes 1 % of its total revenue to The Global Fund.
Gap is selling an ongoing line of merchandise including T-shirts, jackets, scarves, gloves, jewelry, bags and purses. Gap donates 50% of all Product Red profits directly to the Global Fund.
Giorgio Armani has announced a line of Emporio Armani products that include clothes, jewelry, perfume, and accessories.
Motorola has announced special editions of their SLVR, KRZR and RAZR mobile phones, with a 50% profit of each purchase going to the Global Fund. It is believed that the Red RAZR was first launched with service by Sprint in November 2006, but it was actually US Cellular who first did it in Chicago, one month previous to Sprint. Bono, Penelope Cruz, Oprah and Chris Rock were some of the celebrities who attended the opening of the (RED) location in Chicago.
Canon released a version of their popular SD990 camera along with a leather case in 2008/2009. Only 500 were produced globally.
The Independent newspaper is in partnership with Product Red.
The Hotel Café tour is presented by MySpace and Product Red.
Apple Inc. has released three generations of special edition iPod Nano and the iPod Shuffle with a Product Red theme, as well as a Red $25 iTunes Gift Card.
Nike has released a special line of red shoelaces available for purchase, with 100% of the profit going to the charity. Their motto is "Lace up, save lives." File:Nike (RED) Laces.jpgNike (RED) laces
Hallmark has introduced greeting cards that are Product Red.
Dell has released three computers (M1330, M1530 and XPS One) and one printer (V505 All-In-One) that are Product Red; the contract will last for 3 years as of January 2008.
Microsoft and Dell have teamed up to offer a new Dell laptop that included a new Windows Vista SKU called Windows Vista Ultimate (Product) Red.
Windows Vista Ultimate (Product) Red included six wallpapers, two sidebar gadgets, one screen saver, and one DreamScene movie.
Girl Skateboard Company released a two-part deck series with a (Product) Red graphic. A share of the profit goes to the charities.
Starbucks participated during their 2008 holiday promotion. For every holiday beverage ordered, 5 cents went to Product Red. Starbucks also offers the Red Card and donates five cents every time the card is used in a transaction.
Flowe(RED) a new online flower delivery service launched in the UK.
Monster Cable make special edition of Beats by Dr. Dre Solo HD with name Solo HD (PRODUCT)RED[4]
Carolina Bucci has created a Special Edition of her gold and silk Lucky bracelets.
Criticism
Product Red has been criticized for not having an impact proportional to the advertising investment, for being much less efficient than direct charitable contribution,[5] and for having a lack of transparency with regards to the amount of money going to charity as a percentage of every purchase. Some critics argue that a retail middleman between donor and charity is unnecessary; donors should just give.[6] Another critique is that Product Red's expansion into traditional fundraising techniques, such as art auctions, undermines its claim to be a different and more sustainable approach to raising money for AIDS.[7] Other critics have pointed out that its emphasis on funding treatment for AIDS sufferers meant that large amounts of the money will ultimately end up with pharmaceutical companies "unwilling to distribute their drugs for free".[8] Many accuse the campaign of profiting by using diseases as a marketing vehicle.[8] In the Stanford Social Innovation Review, Mark Rosenman wrote that it was an "example of the corporate world aligning its operations with its central purpose of increasing shareholder profit, except this time it is being cloaked in the patina of philanthropy."[9]
The National Labor Committee for Worker and Human Rights criticised Product Red for its links with Gap,[10] which was historically a target of anti-sweatshop activists, although anti-sweatshop organisation Labour Behind the Label states that Gap has "come further than many"[11] clothing companies to counter exploitation.[12] Gap's Product Red clothes are made in Lesotho, rather than simply for the best price in China (this goes beyond the requirements of Product Red). Labour Behind the Label criticises Product Red for not requiring more measures to protect the rights of the workers who make their products.[11]
Old data released in 2007 by Advertising Age claims retail participants in Product Red including Gap, Motorola and Apple Inc. have invested $100 million in advertising and raised only $18 million for The Global Fund[5]. In July 2010, however, (RED) claims to have raised over $150 million for the Global Fund to help eliminate AIDS in Africa. They also state that 100% of (RED) money is allocated to one of the Global Fund (RED) grants in Ghana, Lesotho, Rwanda, Swaziland, South Africa and Zambia. More than 5 million people have been reached with testing, counseling, treatment, and other services due to support from the Global Fund and (RED). [1] Apple donated $10 of the sale of their $149 iPod during the initial stages of the campaign, and no longer discloses how much it donates.[13] Product Red states on their website that they donate "up to" half of their gross profits.[14]
One spoof campaign known as BUY (LESS) mocks the consumerist bent of (RED) with its own call to "BUY (LESS) CRAP!"[15]. The BUY (LESS) campaign encourages people to forgo the premium-level products and donate directly to charities. The BUY (LESS) campaign carries the slogan, "Shopping is not a solution. Buy (Less). Give More." The BUY (LESS) campaign site features a short list of recommended charities, such as: World Vision, Global Fast, and Habitat for Humanity. The (LESS) campaign also holds out a critical letter to (RED) CEO Bobby Shriver, posted online.
Metal wrap-around sunglasses (style EA 9285/S) launched worldwide. Available in green, rose, blue, smoke grey, grey and brown, all embossed with the Emporio Armani Red logo. The forked frame arms, available in shades of ruthenium, gunmetal and light gold, are superimposed on the single lenses.
40% of gross profit margin from sales of all Emporio Armani Red products directly to the Global Fund.
Giorgio Armani’s second Red product is an Emporio Armani unisex watch (style AR0537/AR0538). It features a large 43 mm stainless steel case with a coin-ridged bezel, a leather strap available in black with red contrast stitching, or vice-versa, and steel rivets that secure the strap to the case. The large digital dial displays the time in oversized numerals and has calendar, chronograph and timer features with push button controls on the side of the case. The dial also features the Emporio Armani Red logo at 12 o’clock printed onto the dial’s outer ring.
The Independent printed its second (Product) Red special edition, guest-designed by Giorgio Armani. This Red edition includes articles from a host of public figures and celebrities including George Clooney, Bill Gates, Leonardo DiCaprio and Beyoncé. The newspaper's daily features section, Extra, is a 36-page magazine for the day and each paper comes with a free Kate Moss poster. All revenue from online sales will be donated to help fight AIDS in Africa.
(Product) Red is available with the 1GB and 2GB iPod Shuffle, and the 8GB and 16GB iPod nano, which are only available at the Apple Store, and the Apple Store website. [3]
XPS One, XPS 1330, XPS 1530, and AIO 948 Printer (Product) Red Special Edition; All computers include Windows Vista Ultimate (RED)[17]
(Product) Red is available with the XPS One (80 dollar donation), XPS 1330 (50 dollar donation), XPS 1530 (50 dollar donation), and the AIO 948 (5 dollar donation)
80.00, 50.00, or 5.00
XPS One starting at $1599, XPS 1330 and XPS 1530 starting at $1,149 and AIO 948 starting at $99
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