Are you RED ?

(RED) was created by Bono and Bobby Shriver, Chairman of DATA to raise awareness and money for The Global Fund by teaming up with the world's most iconic brands to produce (PRODUCT)RED branded products. A percentage of each (PRODUCT)RED product sold is given to The Global Fund. The money helps women and children affected by HIV/AIDS in Africa.

Following is the description of Red campaign on its official wesite:

What's the meaning of the parentheses or brackets? Well, we call them "the embrace." Each company that becomes (RED) places its logo in this embrace and is then elevated to the power of red. Thus the name -- (PRODUCT)RED.

You, the consumer, can take your purchase to the power of (RED) simply by upgrading your choice. Thus the proposition: (YOU)RED. Be embraced, take your own fine self to the power of (RED). What better way to become a good-looking samaritan?

Red Campaign is a recent example of cause-related marketing in nonprofit fundraising. The participating companies include Motorola, American Express, GAP, Emporio Armani, Converse, and Apple. Each company has products specifically designed for the Red campaign.

Cause-related marketing has gained attention as a viable marketing tool for improving corporate performance and helping worthy causes. Over the past two decades, cause-related marketing has evolved from a curious attempt in marketing strategy into an established and prevalent form of corporate philanthropy. With a considerable benefit, expenditures on cause campaigns in North America have soared up to approximately $911 million in 2004, a rise of 57% since 1999. Analysts attribute the continuing growth to the positive outcomes experienced by corporations, such as profits increase, brand building, and reputation enhancement.