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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Thank you!

We didn't know what to expect when we told you we needed to raise $400,000 before our fiscal year closed on June 30, and we're thrilled to report that our incredible community of readers contributed some $415,000 to help us keep charging as hard as we can during this crazy year.

You just sent an incredible message: that quality journalism doesn't have to answer to advertisers, billionaires, or hedge funds; that newsrooms can eke out an existence thanks primarily to the generosity of its readers. That's so powerful. Especially during what's been called a "media extinction event" when those looking to make a profit from the news pull back, the Mother Jones community steps in.

The months and years ahead won't be easy. Far from it. But there's no one we'd rather face the big challenges with than you, our committed and passionate readers, and our team of fearless reporters who show up every day.

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