Over the last decade, it's likely that you've seen (RED).
It may have been a billboard on the highway. Or, perhaps an ad in a magazine. Your friend may have even bought a tee shirt that said “INSPI(RED)". Whichever the avenue, you've likely been touched by the campaign whose mission is to end AIDS.
Started by U2 singer Bono and Kennedy family member Bobby Shriver, the (RED) organization has revolutionized the way that non-profits generate donations. Consumers want to show which causes they're supporting. A fashionable product that backs up a worthy cause with a majority of their profits was an innovative way to get people involved, and one that continues to march on.
Since 2006, the (RED) organization, which partners with some of the world's most iconic brands, has raised more than $350 million for the Global Fund to Fight AIDS, Tuberculosis and Malaria impacting more that 70 million people.
Gap was a founding partner of (RED) and through our product collections has helped to increase awareness, inspire action and generate close to $10 million toward the fight against AIDS — a fight that has come a long way in 10 years. In 2005, more than 1,200 babies were born every day with HIV.
Today that number is 400 — a dramatic decrease — but there is still more to be done.
To continue the fight against AIDS, Gap has launched a capsule collection for the brand's 10 year partnership with (RED), which is now in select stores across the globe and online. You can support by showing how you wear your (RED) #endAids #wearegap or check out the film above which is part of Gap's inspirational (RED) storytelling series. The films are also hosted on Gap.com and their social media channels to show how a shirt really can change the world.
Let's help finish the fight against AIDS.