Lisa Ann Richey and Stefano Ponte, Guest Bloggers
Bono’s Product RED is ‘a business model to raise awareness and money for The Global Fund by teaming up with the world’s most iconic brands to produce RED-branded products.’ A proportion of the profits from the sale of RED products is donated to the Global Fund to Fight HIV/AIDS, TB and Malaria. The Irish singer from the world famous rock band U2 is the front man for the first attempt to fund one of the largest providers of global AIDS treatment through the purchasing power of Western consumers.
In its first five years of operation, RED donated $160 million to the Fund. RED grants are made through the Fund’s standard disbursement processes and have been dedicated to the best-performing programs for AIDS in Africa–so far, RED funds have gone to Ghana, Lesotho, Rwanda, Swaziland, South Africa and Zambia.
Product RED is an innovative modality of international development financing, and one that is likely to spawn a variety of similar interventions of what we call ‘Brand Aid’. Brand Aid is the combined meaning of ‘aid to brands’ and ‘brands that provide aid’. It is ‘aid to brands’ because it helps sell branded products and improve a brand’s ethical profile and value. It is ‘brands that provide aid’ because, like other cause-related marketing initiatives, a proportion of the profit or sales is devoted to helping others. As a response to the crisis of legitimacy in international aid to Africa, Brand Aid also helps to re-brand aid itself and aid to Africa in particular.