5. The TV commercials were the most and least effective medium for raising AIDS awareness worldwide. There were extremely effective by raising awareness of the issue, using celebrity endorsements like Bono, Oprah, and Chris Rock. Bono and Oprah were seen picking up Red products on Michigan Avenue in Chicago, Chris Rock appeared on Motorola commercials using the slogan “Use Red, nobody’s dead,” there was also a Red Room featured at the Grammy awards, and Gap partnered with the campaign and made merchandise that featured words with (RED) at the end (words such as inspired, bored, and desired). However, all of this marketing cost a total of about $100 million and only raised a mere $18 million worldwide.