In the Red: Bono’s AIDS Ad Campaign Tanks

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Bad news for Red, the Bono-inspired, star-studded ad campaign to sell Gap t-shirts, and—oh, yes—raise some money for the Global Fund to Fight AIDS, Tuberculosis and Malaria. Despite all the hype, its total contribution to the Fund so far has been a paltry $18 million. A Global Fund spokesman explains to Ad Age that this was to be expected: “Red has done as much as we could have hoped for in the short time it has been up and running…. The launch cost of this kind of campaign is going to be hugely frontloaded.” Translation: Most of the money raised has been blown on ad budgets by Gap, Motorola, Armani, Apple, and other companies that are taking a cut from selling Red stuff. To give you a sense of just how big the corporate cut is, for every special edition Red iPod nano sold, Apple donates just $10.

This isn’t the first time an altruistic corporate campaign has been revealed to be too good to be true—we collected some other examples in our November issue. But there’s an easy way to not get snooke(red)—cut out the middleman and give directly to the Global Fund. Visit buylesscrap.org to find out how.

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And the truth is, going into the final 4 days of the year we still needed to raise $TK to hit our $350,000 goal and start 2021 on track. It's nerve-wracking, wondering if the big spike we normally see at the end of December is going to be another thing that doesn't go as planned in 2020, or worse, if, now that Donald Trump is set to leave the White House (for longer than a taxpayer-funded golf trip to a property he owns), folks might be pulling back from fighting for the truth and a democracy and think the hard work is done.

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