1. The goal of the RED campaign is to team up with organizations and create products in which the proceeds go towards AIDS treatment and lead us to an AIDS free generation by 2015.

2. The 8 P’s of Social Marketing


Product: The products offered by the (RED) campaign range from T-shirts sold at GAP to Beats headphones, watches, Fatboy bags, bottlecap belts, Tous bracelets, and Apple products. All products sold for the (RED) campaign are in the signature red color, and often include a (RED) logo. Portions of this product will go to the (RED) campaign, which will help combat AIDs in Africa.

Price: Prices of the products range from a $5 bracelet, a $25 T-shirt or $200 headphones to $1,650 rings.

Place: (RED) really is a nationwide campaign, with ads all over storefronts, (most notably GAP) billboards, TV ads, celebrity campaigns, magazine ads, youtube videos, etc. The focus is advertisements in the marketplace, or places such as cities and shopping malls, where people want to buy their products.

Promotion: The most notable form of promotion in the (RED) campaign is the use of advertisements. (RED) advertisements were everywhere during the height of the campaign and they spent a fortune on it. They also utilized celebrity endorsements in their advertisements to gain awareness, using recognizable figures from Bono to Oprah to Anne Hathaway. They also publicized “World AIDs Day,” which is December 1st of each year, the most recent of which they turned many world landmarks (RED), including the Sydney Opera house and the Empire State Building.

Publics: The external public, the target audience, is pretty broad: consumers. Anyone who wants any variety of products can help out in the (RED) campaign, whether if it means buying a cheap bracelet, an ipod, headphones, a bag, or jewelry. The “gatekeepers” of this campaign would be the businesses they’ve enlisted to sell (RED) products, such as GAP and Apple. They have to get these businesses to cooperate, donate, and promote them in order for their ventures to be successful. Other gatekeepers are the celebrities they’ve enlisted to endorse their campaign. Internal publics include the owner of the campaign, “the ONE campaign,” their partners in Africa, and their many partners (including Coca-cola, google, and Starbucks).

Partnership: Coca-cola, Belvedere, Tourneau, Starbucks, Girl Skateboards, Bottletop, SAP, Claro and Telcel, Apple, Nanda Home, Tous, Fatboy, FEED, Shazam, Mophie, Apple, Beats by Dre, Bugaboo, and GAP.

Purse strings:

Bono and Bobby Shriver to bring the private sector back into the fight against HIV created RED. RED is part of the ONE campaign and works in partnership with the Global Fund and many corporate partners. The financial backing for advertising has mostly come from the corporate partners who use the advertising as dual purpose for the RED campaign as well as the companies themselves.

Policy:

The RED campaign encourages those in the private sector to buy specialty products with a percentage of each sale going to the fight against HIV in Africa. The campaign aims to facilitate an AIDS free generation by 2015.