Red

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RED is a groundbreaking economic initiative designed to deliver a sustainable flow of private sector money to the Global Fund to Fight AIDS, Tuberculosis and Malaria.

Launch partners such as American Express, Converse, Gap and Giorgio Armani have committed to channelling a portion of profits from sales of specially-designed products to supporting AIDS programmes in Africa which have a focus on women and children. These include programmes in countries such as Rwanda, where, in the past two years, the number of people receiving treatments for HIV/AIDS has increased by ten-fold.

At present the private sector contributes less than 1% of the Global Fundss needs. RED is designed to change this. "This is a long term initiative designed for sustainability." says Bobby Shriver, Chief Executive Officer who founded the organisation with Bono. "Partners expect that they will broaden their customer base and increase loyalty to deliver a sustainable revenue stream to both the company and the Global Fund. It's incredible to have the marketing brilliance of these companies behind the AIDS emergency."

RED products from shoes and t-shirts to sunglasses and credit-cards will be launched throughout 2006 and every sale will help save lives in developing countries.

"We must all come together in supporting the Global Fund and the fight against AIDS." explains Nelson Mandela. "RED carries the promise of capturing the world's attention to do just that and I applaud RED and its partners for their vision and commitment."

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