3. Evaluation:

RED’s main goal is to have almost no children born with HIV by the year 2015. Red has made great strides towards that goal by building 33 testing and treatment centers in Africa that do treatment and prevention for mothers in the area.  In terms of money, according to Ron Nixon’s 2009 New York Times article, “Yet detractors say Red has fallen short. They criticize a lack of transparency at the company and its partners over how much they make from Red products, and whether they spend more money on Africa or advertising” (Nixon 2009). 




4. News/PR

Article 1: http://www.nytimes.com/2008/02/06/business/06red.html?pagewanted=all&_r=0

The New York Times published a highly controversial article about the RED campaign, featuring drastically different perspectives.   A large portion of the public questions whether the RED campaign has done more harm than good over the years, claiming RED has spent significantly more money on advertising compared to funds received.  They also felt the commercials and advertisements encourage shopping rather than prevention, in which people responded it is better to purchase a product knowing some of the proceeds will go towards a charitable cause. To counteract the negative statements, doctors in Rwanda explained that any amount of money raised is positive and furthers treatment of AIDS in Africa. The writer provided both negative and positive opinions about the campaign, ultimately leaving it up to the reader whether they want to back the RED campaign.

Article 2 (press release): http://www.joinred.com/press_releases/redrush-to-zero-campaign-launch/

The above press release went viral on Monday May 21, 2012.  The Press Release announced the first ever “RED RUSH TO ZERO campaign, which is an event to raise funding and awareness to help deliver an AIDS free Generation by 2015.  In-person and digital events will feature brands, celebrities, gamers, music fans, and consumers. 

“The world is at a historic moment in the fight against HIV/AIDS, with the opportunity to end mother-to-child transmission of HIV and take a critical step toward defeating this global pandemic,” said Deborah Dugan, CEO of (RED). “We will only get over the finish line if we create new funding opportunities and new ways to keep people engaged and energized–(RED) will do its part by bringing business, culture, sport, and empowered women together to help empower other women and their children by ensuring that the next generation is born HIV free…”

The press release proceeds to summarize in detail the events and promotions that will take place at RED RUSH TO ZERO. Throughout the event, consumers will be given the opportunity to build on the $190 million dollars raised over the years. Additionally, the press release shared the progress RED has made over the past decade in terms of raising money for AIDS, Tuberculosis, and Malaria.  Overall, the purpose of the press release was to share with the world the event taking place and how consumers can get involved with the donation process.

Article 3: http://mediadecoder.blogs.nytimes.com/2010/04/29/product-red-steps-up-its-efforts-with-lazarus-effect/

This article features a new campaign route RED will embark on.  Rather than tearing apart the RED campaign like many other articles, the writer describes the new and innovative ways RED has planned to bring more awareness to AIDS.  RED is launching the Lazarus Effect, which is meant to narrow in on the purpose of the RED campaign.  The purpose of Lazarus Effect is that those affected with AIDS/HIV take one pill each day that costs only 40 cents.  Noticeable, dramatic, and beneficial changes have been reported.  The campaign features many celebrities, as well as a documentary about the Lazarus Effect featured on HBO.