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FAQ

Is (RED) a 501c3?

Yes (RED) is a 501c3.  (RED) is a division of The ONE Campaign, a 501c3 organization.

What is (RED)™?

(RED) was created by Bono and Bobby Shriver in 2006 to engage millions of people in the greatest challenge of our time – the fight to end AIDS in Africa where 2/3 of the world’s estimated 35 million people with HIV/AIDS live.  We work with the world’s most iconic brands and organizations to develop (RED)-branded products and services, that when purchased, trigger corporate giving to the Global Fund.  These contributions are then invested in HIV/AIDS programs in Africa, with a focus on countries with high prevalence of mother-to-child transmission of HIV.

Why Have You Created (RED)?

(RED) was created to engage the private sector, its marketing prowess and funds in the fight against AIDS in Africa. The Global Fund was established as a public-private partnership but, before (RED) launched, businesses had contributed just $5 million to the Global Fund in four years while the public sector had given more than $5 billion. (RED) was designed to kick-start a steady flow of corporate money into the Global Fund, and it has. Since its launch in the Spring of 2006, (RED) has generated over $275 million for the Global Fund –more than any other business initiative has contributed to the Global Fund. 100% of (RED) money goes directly to the Global Fund, to finance programs fighting AIDS in Africa.

Where Can I Find the (RED) Annual Report?

Since (RED) is a division of The ONE Campaign, detailed information about (RED) will be included in ONE’s Annual Report starting in 2013, which can be found on ONE’s website here: http://www.one.org/us/about/press/ Scroll down the right hand side to download the Annual Report and more.

What is Bono's Involvement?

Bono and Bobby Shriver created (RED) to engage the private sector in the fight against AIDS in Africa. After they set up DATA (Debt, AIDS, Trade, Africa) together in 2002, it became apparent that while DATA leveraged investment from the public sector to the Global Fund, a need remained for greater private sector funding. (RED) was born to generate a sustainable flow of money from the private sector to the Global Fund to help eliminate AIDS in Africa. In 2008, DATA merged with ONE.

How are (RED) and ONE Related?

(RED) is a division of The ONE Campaign, a global grassroots advocacy and campaigning organization also co-founded by Bono and Bobby Shriver.  ONE fights extreme poverty and preventable disease (including HIV/AIDS), particularly in Africa, by raising public awareness and pressing political leaders to support smart, effective policies and programs that are saving lives, helping to put kids in school and improving futures.  (RED) was established in 2006 to drive corporate profits into the Global Fund to fund AIDS programs in Africa.  (RED) has contributed over $275 million to support Global Fund HIV/AIDS grants in Ghana, Kenya, Lesotho, Rwanda, South Africa, Swaziland, Tanzania and Zambia. So far more than 55 million people have been reached with prevention, treatment, counseling, and care services through these grants.

Why are (RED) dollars directed toward programs that focus on countries with a high prevalence of mother-to-child transmission of HIV?

Did you know that it’s now possible to prevent babies from contracting HIV from their mothers? It is, and what this means is that the world is approaching critical milestone in the fight against AIDS:  within the next few years, we can virtually eliminate the transmission of HIV from moms to their babies, thereby delivering the first AIDS free generation in over 30 years.

Every day, 650 babies are born with HIV, and 22 priority countries account for roughly 90% of all cases of new pediatric infections.  Today, medicines exist to stop mother-to-child transmission of HIV and to ensure that children are born HIV-free, but first women need to have access to HIV testing during pregnancy. If a woman tests positive, she should begin taking antiretroviral medication right away to block the passage of the virus to her newborn during pregnancy, labor, and breastfeeding. If she does this, and if her infant also receives a simple daily treatment for 6 weeks following birth, there is a 95% or greater chance that the baby will be HIV-negative.

Thus, an historical opportunity is upon us. With continued funding and focus, we could conceivably see an AIDS free generation this decade.  To ensure that we get the number of babies born each day down from 650 to near zero, we need to ensure that all HIV-positive pregnant women can access antiretroviral medicine that costs as little as 40 cents a day.

What is the Relevance of the Name (RED)?

(RED) is the color of emergency. Every day 4,100 people die because they don’t have access to the medicine to stay alive, and many others are fighting for their lives.

How Does (RED) Work?

(RED) partners with iconic brands and organizations to develop (RED)-branded products and services that generate contributions to the Global Fund to invest in HIV/AIDS programs in Africa, with a focus on countries with high prevalence of mother-to-child transmission of HIV.  (RED) and its partners provide consumers and activists a wide range of activities and behaviors that trigger corporate giving to the Global Fund.  (RED) operations are funded by charitable grants and foundations, along with a small license activation fee from our corporate partners. (RED) partners direct a portion of their profits from (RED)-branded products, services and events directly to the Global Fund. The consumer does not pay extra for this. (RED) never handles this money – it is sent directly to the Global Fund with no overhead taken out. That means that 100% of the money from the sale of (RED) products goes directly to the ground in Africa in the form of Global Fund (RED) grants. (RED) has contributed over $275 million to support Global Fund HIV/AIDS grants in Ghana, Kenya, Lesotho, Rwanda, South Africa, Swaziland, and Zambia.  So far more than 55 million people have been reached with prevention, treatment, counseling, and care services through these grants. (RED) dollars are used to support programs that have helped provide life-saving antiretroviral therapy for 220,000 HIV-positive people, put more than 130,000 HIV-positive pregnant women on preventative antiretroviral therapy to reduce the risk of mother-to-child transmission and reached 13 million people with HIV testing and counselling.

Which Brands are Involved with (RED) so far?

Our Proud Partners include: Apple, Bank of America, Starbucks, The Coca-Cola Company, Beats by Dr. Dre, Belvedere, Claro, Galaxy Chocolate, SAP, Telcel and Live Nation Entertainment. Typically (RED) proud partners deliver a minimum of $1 million to the Global Fund annually. Our Special Edition Partners include: Moleskine, aden + anais, Square, Jonathan Adler, HEAD, Kidrobot, Mophie, FEED, Sir Richard's Condom Company, Girl Skateboards, Bottletop, Fatboy USA and Bed Bath & Beyond. These smaller companies designate a percentage of their profits from (RED) products for the Global Fund. While the amounts the special edition partners generate are less than $1 million a year, they are important members of the (RED) family as they help bring (RED)’s message into new and niche audiences.

Do (RED) Products Cost More?

No, they do not. The point of (RED) is for the partner company to contribute money to the Global Fund by sharing a portion of its profit to help people affected by HIV/AIDS in Africa. The company pays extra – the purchaser does not.

Are (RED) Products always the color red? How will consumers know what is (RED) and what isn't?

Making the products the color red is not a requirement. However, some products are red in color. All will bear the (PRODUCT)RED logo lockup. While the intent of the mark is to educate the consumer about (RED) and the impact that can be made in Africa, all products are made to reflect the highest standards of each brand which consumers naturally search out. Consumers get a product they want and those living with HIV in Africa get the medicine they need.

Are (RED) Products Tax Deductible?

Since (RED) products are purchased through our corporate partners, (RED) products are not tax deductible.

How Does (RED) Finance All of the Big Marketing Campaigns Behind (RED) Products?

(RED) doesn’t pay for those campaigns. As part of our relationship with our partner brands, (RED) works with these companies to direct some of their overall marketing budget to market not only the (RED) products but also the issues — i.e., that 3,000 Africans are dying unnecessarily every day from AIDS, a preventable and treatable disease. These are funds from their existing marketing budgets that if not used to market (RED), would be spent to market other products that do not contribute at all to the fight against AIDS in Africa.

How Does a Company Partner With (RED)?

There is no one way we go about this. When (RED) partners with a company, that company has category exclusivity and we seek partners that can maximize return for the Global Fund from that given category. If you have an idea for a partnership, feel free to send an email to partnerships@red.org. Due to the large influx of responses, we will only respond to proposals that are right for (RED).

Why is There an Age Criterion Request on Some Pages of Your Website?

(RED) and Belvedere Vodka have come together to create the Belvedere (PRODUCT)RED Special Edition Vodka bottle. The Age Restriction request included in certain Belvedere content on red.org is a responsible measure taken so that the alcohol-based content on red.org is not directly marketed to underage individuals.

Where Does (RED) Money Go?

Funds generated through (RED)-branded products and services are sent directly to the Global Fund to be invested in Global Fund (RED) grants — pre-selected Global Fund-financed HIV/AIDS grants that focus on countries with high prevalence of mother-to-child transmission.  (RED) dollars currently support Global Fund HIV/AIDS grants in eight countries: Ghana, Kenya, Lesotho, Rwanda, South Africa, Swaziland, Tanzania and Zambia. These grants support locally-designed programs that provide antiretroviral therapy for HIV positive individuals, support HIV prevention, feed and educate children orphaned by AIDS and provide the low-cost treatments needed to reduce the risk of HIV transmission from mother to child.  Each country determines the exact needs of their country and how the money will be used. All programs are reviewed and measured for success.

What is the Global Fund and how does it use (RED) dollars?

13 years ago, the heads of the G-8 countries met in Genoa, Italy, to back the establishment of the Global Fund to Fight AIDS, Tuberculosis and Malaria — a new funding mechanism created to dramatically increase resources available to fight three preventable and treatable diseases stalking the poor and depleting developing economies around the globe, most notably those in sub-Saharan Africa.  Today, the question is not whether the Global Fund works (the living proof can be found in the millions of lives that have been saved over the past decade), but how we can ensure it keeps working for years to come.  (RED) is just one of those ways.  (RED) was designed to kick-start a steady flow of corporate money into the Global Fund.  Before (RED) came into being, businesses had contributed just $5 million to the Global Fund, while the public sector had given more than $5 billion.  Within just 8 years of launching, (RED) has already generated more private sector funds than any other business initiative among Global Fund contributors. To date, (RED) has contributed over $275 million to support Global Fund HIV/AIDS grants in Ghana, Kenya, Lesotho, Rwanda, South Africa, Swaziland, Tanzania and Zambia.  So far, (RED) dollars have impacted the lives of more than 55 million people on the ground through locally-designed programs that provide HIV testing and counseling, support HIV prevention, provide antiretroviral therapy for HIV positive individuals, care for children orphaned by AIDS and provide the low-cost treatments needed to reduce the risk of HIV transmission from mother to child.  All programs are reviewed and measured for success.

Why Africa?

Of the over 35 million people living with HIV/AIDS across the globe, more than 25 million of them live in sub-Saharan Africa. It is the worst affected region in the world because the epidemic began there much earlier than anywhere else and fewer people have access to the medicine they need to stay alive. It costs as little as 40 cents a day to fund the pills needed to keep someone living with HIV in Africa alive. Still, a majority of the people in sub-Saharan Africa live on less than $2 a day. Increasing numbers are becoming infected every day, as the virus flourishes in conditions of poverty, especially among women. Every day, 3,000 people in Africa die from this preventable, treatable disease.

What is the Lazarus Effect?

In as little as 90 days, two pills which cost roughly 40 cents a day can bring someone with HIV from sick and frail, to healthy and vibrant. The pills are called antiretrovirals, or ARVs, and this transformation is called the “The Lazarus Effect”. The results are nothing short of miraculous. Take a look for yourself here.

How can a Foundation Apply to be a Beneficiary of (RED) Funds?

All requests for Global Fund financing are coordinated and made through a national body in each country known as the Country Coordinating Mechanism or CCM. The Global Fund supports the plans, projects and interventions which countries themselves have selected as their national priorities. These strategies and priorities are determined by a wide range of stakeholders and are coordinated by the Country Coordination Mechanism, or CCM, which is comprised of representatives from all relevant sectors, including Government, Civil Society, the Private Sector, and Communities affected by the diseases. This nationally owned and inclusive mechanism ensures that the country’s strategies and priorities are determined in an integrated and effective manner and that funds are channeled in the most impactful way. The CCM submits a country’s final proposal for funding to the Global Fund. The Global Fund does not accept proposals directly from individuals, groups or organizations, and all proposals for funding must be channeled through the CCM in the country. The contact information for every CCM can be found on the Global Fund’s website http://www.theglobalfund.org/. Click on the drop-down menu named “Or Choose A Country” on the left-hand side of the home page and select a country; this will lead directly to the information page for that country containing contact information for CCM members. Additional information about the proposal process can be found at:http://www.theglobalfund.org/en/rounds/applicationprocess. The proposal forms and guidelines for CCMs can also be found there. The allocation of funding to specific projects occurs upon the approval of a new grant proposal; the timing and availability of funding will vary by country. Funds generated through (PRODUCT)RED products and events are sent to (RED) grants — pre-selected Global Fund-financed HIV and AIDS grants in Africa. At present, the (RED) grant portfolio includes Kenya, Tanzania, Rwanda, Lesotho, Swaziland, Ghana, Zambia and South Africa. Updates to the As with all Global Fund grants, the projects supported by (RED) are selected by the CCM in that country, as described above. This ensures that (RED) funds are invested in programs that are not only effective but also aligned with the national AIDS strategies and priorities. The process for applying for funding also remains unchanged, as described above, ensuring that there is no duplication of effort or unnecessary administrative burden placed on the CCM and grant recipients.

How Can I Donate Money?

You don’t have to be a corporation or a governing body to donate to the Global Fund inspired by (RED). Anyone can do it. There are already millions of dollars at work on the ground in Africa thanks to individuals who made donations large and small – a true testament to the power of collective action. Click here to find out how you can donate (please note that you will be taken to the United Nations Foundation website that accepts donations on behalf of the Global Fund).

How Can (RED) Support my own Fundraising Efforts?

In regards to potential funding, 100% of the money that (RED) raises goes directly to The Global Fund, as they are our sole beneficiary.  Unfortunately, we therefore don’t have the capacity to donate to other organizations or fundraising efforts. The (RED) name and brand logo as well as the (PRODUCT) RED name and logo are legally protected marks. Therefore, partnering with (RED) does involve “permission” and unfortunately we cannot allow the use of our (RED) logo or (RED) words in any other contexts. That said, you can absolutely support (RED) by donating a portion of your company’s earnings directly to the Global Fund and you may mark your contribution as “Inspired by (RED)".

I Have a Question not Listed Here. Who Can I Ask?

Please email us at hello@red.org. We’ll get back to you as soon as we can (it may take a few days).

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