Charity has consumers seeing red, and that's a good thing | Logged On

Last week, Apple introduced red special editions of the iPhone 8 and iPhone 8 Plus, with some of the profits earmarked for lifesaving work in developing countries.(Apple)

If you're an Apple fan, you've noticed the company releases select red products around this time each year. Last week, the iPhone 8 and 8 Plus got the red treatment, while iPhone X owners can buy a red leather folio case. Apple isn't the only business to offer red products, but it's the best known.

You might have a vague idea that these products are released for charity, but not be clear on exactly how that works. The answer goes back 16 years when the heads of the G-8 countries established the Global Fund to Fight AIDS, Tuberculosis, and Malaria, a funding mechanism to combat three preventable illnesses in developing countries. Business support for the fund was initially weak, with companies contributing only $5 million. That trickle put the Global Fund at risk. Red—typically written as (RED)—was created 10 years ago to create a steady stream of corporate money for the Global Fund.

While Red is a worldwide promotion, it's run by a team of 20 in New York. It also works with a sister organization called the One Campaign that conducts nonpartisan advocacy. Red passes along corporate contributions to the Global Fund, where all money raised (over $500 million so far) goes to programs on the ground in Ghana, Kenya, Lesotho, Rwanda, South Africa, Swaziland, Tanzania, and Zambia.

"Global Fund grants that (RED) supports have impacted the lives of more than 110 million people on the ground through locally-designed programs that provide HIV prevention, testing, counseling, treatment, and education programs," says Jennifer Lotito, the group's chief operating officer. "All programs are reviewed and measured for success to ensure maximum impact."

Besides Apple, Beats by Dr. Dre, Salesforce, Starbucks, Bank of America, and many other companies have worked with Red.

Up to 50 percent of a special edition's profits might go to the campaign, but I wondered what that meant in actual dollars. Just how much of that iPhone is going to charity?

"The contribution amount varies per product. Apple does not disclose the amount contributed per product sold, but Apple is the largest corporate contributor to the Global Fund for the AIDS fight, donating over $160 million to date through our partnership," Lotito told me.

It's a hugely successful campaign, and it's gratifying to see Red still making a difference after a decade. Here's to lots more shiny red products hitting the market for a good cause.

Follow TROY DREIER at http://twitter.com/TDreier or e-mail him at loggedon@mac.com.

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