In the Red: Bono’s AIDS Ad Campaign Tanks

Fight disinformation: Sign up for the free Mother Jones Daily newsletter and follow the news that matters.


redpanties.gif

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.

LESS DREADING, MORE DOING

This is the rubber-meets-road moment: the early days in our first fundraising drive since we took a big swing and merged with CIR to bring fearless investigative reporting to the internet, radio, video, and everywhere else that people need an antidote to lies and propaganda.

Donations have started slow, and we hope that explaining, level-headedly, why your support really is everything for our reporting will make a difference. Learn more in “Less Dreading, More Doing,” or in this 2:28 video about our merger (that literally just won an award), and please pitch in if you can right now.

payment methods

LESS DREADING, MORE DOING

This is the rubber-meets-road moment: the early days in our first fundraising drive since we took a big swing and merged with CIR to bring fearless investigative reporting to the internet, radio, video, and everywhere else that people need an antidote to lies and propaganda.

Donations have started slow, and we hope that explaining, level-headedly, why your support really is everything for our reporting will make a difference. Learn more in “Less Dreading, More Doing,” or in this 2:28 video about our merger (that literally just won an award), and please pitch in if you can right now.

payment methods

We Recommend

Latest

Sign up for our free newsletter

Subscribe to the Mother Jones Daily to have our top stories delivered directly to your inbox.

Get our award-winning magazine

Save big on a full year of investigations, ideas, and insights.

Subscribe

Support our journalism

Help Mother Jones' reporters dig deep with a tax-deductible donation.

Donate