http://blogs.law.harvard.edu/politicshiv/2006/12/20/product-red-oprah-bono/ Just what it says Sun, 29 Nov 2009 22:25:26 -0500 http://wordpress.org/?v=2.8.4 hourly 1 http://blogs.law.harvard.edu/politicshiv/2006/12/20/product-red-oprah-bono/comment-page-1/#comment-115 Politics and Policy of HIV/AIDS » RED campaign earns just $18mn Mon, 05 Mar 2007 15:57:37 +0000 http://blogs.law.harvard.edu/politicshiv/2006/12/20/product-red-oprah-bono/#comment-115 [...] In a worrisome portent, it appears that the RED campaign may be more hype than substance. As you may recall, Bono’s RED campaign links the purchase of products--sunglasses, cell phones, shirts, jeans--to proceeds for the Global Fund. It was launched in the US (after an earlier UK launch) with much fanfare in the fall with an Oprah special, lots of ads, etc. The ad costs may be greater than the actual revenue the Global Fund derives from the proceeds. Moreover, it may be the kind of philanthropic cover for large firms that divert attention from more direct ways of giving. [...] [...] In a worrisome portent, it appears that the RED campaign may be more hype than substance. As you may recall, Bono’s RED campaign links the purchase of products–sunglasses, cell phones, shirts, jeans–to proceeds for the Global Fund. It was launched in the US (after an earlier UK launch) with much fanfare in the fall with an Oprah special, lots of ads, etc. The ad costs may be greater than the actual revenue the Global Fund derives from the proceeds. Moreover, it may be the kind of philanthropic cover for large firms that divert attention from more direct ways of giving. [...]

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