(Red) is in the red?
These people have a point, they really do. As much as I think the (RED) thing is pretty cool, there is a least a certain degree of head-scratching that could (and should be done) about the philosophy of eliminating poverty by consuming.
An article on the Advertising Age website suggests that while laying out an estimated $100 million for advertising and marketing the (RED) brand, total contributions to The Global Fund as a result of this campaign have only reached $18 million.
You can go to the article here, but you’ll have to register to their site.
This doesn’t mean that I’ve given up on the ONE campaign or U2 or Bono or even the GAP, it just means that this perhaps wasn’t the best idea…let’s find a new one.
[...] Lots of people are talking about the backlash to Product(RED) – “despite having spent as much as a reported $100 million on advertising and promotion, the (RED) campaign has raised only $18 million to fight AIDS in Africa“(via) – but Ecorazzi thinks differently and thinks (RED) is still a good idea. [...]
End of the Week Round-Up « That’s Swell
March 8, 2007 at 9:05 am