RED

I am seeing ‘red’ everywhere. From the Lunar New Year decorations to the red hearts and roses, the entire city is on a scarlet fever today. Yes, before I go any further, I want to first wish all of you a ‘Happy Valentine’s Day’!

Red is an extraordinary color. It is the warmest color of all. It is the color of Mars. It is also the color that is associated with blood and fire, and hence often symbolizes danger.

Yet in cultures, such as the Caucasians, red is also the color for passion and lust. That is why we give out red roses and girls put on red lip-color. While the Asians, especially the Chinese, regards red as the prosperity.

So red is probably the only color that stands between two extremes, danger and love.

Bono and Bobby Shriver, Chairman of DATA (Debt AIDS Trade Africa) have created (RED) to raise awareness and money for The Global Fund by teaming up with the world’s most iconic brands to produce (PRODUCT)RED branded products. A percentage of each (PRODUCT)RED product sold is given to the Global Fund. The money helps woman and children affected by HIV/AIDS in Africa.

Examples of (PRODUCT) RED products:

iPod nano (PRODUCT) REDTM Special Edition
Apple contributes $10 from your purchase price to the Global Fund, to help fight HIV/AIDS in Africa.

American Express REDpass
Every time you shop with American Express RED we will give 1% of your total spend to the Global Fund.

Motorola RED MOTORAZR and RED MOTOSLVR
With each sale of a (PRODUCT) RED phone, pricing and availability varying by location, Motorola will make a direct contribution to The Global Fund.

It is interesting how Bono and Bobby Shriver, who aren’t designers by profession, could come up with such an iconic brand identity (RED). Red that can symbolizes both the danger of AIDS as well as the passion and love for charity.

For more info on (RED), check out its official website: http://www.joinred.com

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