Four decades ago, San Francisco was the epicenter of the AIDS crisis. It took another two decades for the epidemic to reach its peak – claiming roughly 5,000 lives every day, particularly in the world’s poorest countries. Governments were slowly waking up to the emergency, creating organizations like the Global Fund, one of the largest global health partnerships on the planet, but companies were still fast asleep.
In 2006, (RED) was launched by Bono and Bobby Shriver to drive private sector funding to the AIDS fight and generate much-needed awareness. Together with partners like Salesforce, over the past 16 years (RED) has raised over $700 million dollars for global health, and (RED)-funded grants have impacted over 245 million people. (RED) products like the iPhone (PRODUCT)RED and the (JEEP®)RED have become fixtures — And annual (RED) campaigns have created a drumbeat of buzz around the importance of addressing
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