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March 8, 2007

In the RED With Bono

In the past year companies participating in the Project RED campaign, which raises money for the Global Fund to Fight AIDS, Tuberculosis and Malaria through the sale of special RED label products, have spent as much as $100 million on marketing the label. That may help explain why the participants—which include GAP, Apple and Motorola—have contributed just $18 million of the profits to the Fund. Rock star Bono helped spearhead the campaign and this summer he will become the first ever guest editor of Vanity Fair for its July Africa-themed issue, which will include articles highlighting the RED effort. 


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