Describes the launch and first results (PRODUCT) RED campaign, a social marketing initiative designed U2 Bono and Bobby Shriver to fight AIDS in Africa south of the Sahara. The company is licensed by (RED) brand partner companies, which initially included Gap, Apple, Motorola, Armani, and American Express. The business model has been constructed for the benefit of partner companies by increasing consumer purchases - from (RED)-branded products such as red players and phones -. And also leads to an increase of donations to the Global Fund "Hide
Youngme on the Moon, Michael I. Norton, David Chen Source: Harvard Business School 16 pages. Publication Date: July 12, 2008. Prod. #: 509013-PDF-ENG
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