About this trail:
The heat is on Gap. The Red campaign is well underway, the questions come pouring in. Is the money raised enough? How much do the brands contribute? Are they upfront about it? What is Gap's per product contribution? Is cause marketing worthwhile? Read through the pages to get the big picture.
Trail link: http://www.trailfire.com/babel/trails/30781
Summary: http://www.trailfire.com/babel/trailview/30781
Summary: http://www.trailfire.com/babel/trailview/30781
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The heat is on Gap. The Red campaign is well underway, the questions come pouring in. Is the money raised enough? How much do the brands contribute? Are they upfront about it? What is Gap's per product contribution? Is cause marketing worthwhile? Read through the pages to get the big picture.
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Red-the need of the hour. Global Fund's initiative to fight AIDS, tuberculosis, and malaria got a no show from American businesses and corporations. They walked solo. Red has drawn them into the game. The objective-to raise $300m. Will Bono and his group succeed?
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Private initiative for a public cause. Despite the brickbats, campaign Red has its merits. It has drawn private business into a public campaign. Though high profile, it has managed to raise five times more money from the private sector than the global fund managed in the last five years.
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Showstoppers for Red. Michigan Avenue turned red with Bono and Oprah Winfrey. She supports the cause along with Kanye West, Penelope Cruz, and Christy Turlington. The article conjures the color, extravaganza, and "coolness" of the swish set as they go RED for AIDS. Share Oprah's "euphoria."
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Another Red, another singer. Much before Bono's Red campaign, singer, writer, theater personality Paul Jabara gave out the Red Ribbon in his fight against AIDS. The Red Ribbon Foundation is in his honor and was launched after he died of the deadly disease. The money was meant for pediatric AIDS/HIV research.
