Last but not least: The Red campaign is a marketing fiasco
When Gap, Apple and Motorola teamed up to launch the Red campaign, it looked like a lot of money would flow into the coffers of the Global Fund to Fight AIDS. But the proceeds remained more than mediocre, despite massive investment and eye-catching celebrity involvement.
When Gap, Apple and Motorola teamed up to launch the Red campaign, it looked like a lot of money would flow into the coffers of the Global Fund to Fight AIDS. But the proceeds remained more than mediocre, despite massive investment and eye-catching celebrity involvement.
The Red campaign was designed to raise public awareness of AIDS and encourage people to buy Red products to support the Fund. Christy Turlington had herself photographed in a yoga pose for GAP posters, Chris Rock starred in Motorola commercials, and Bono, the world savior in constant action, was of course also won over for the campaign.
All for nothing: According to expert estimates, the marketing costs are likely to amount to over 100 million. But so far, the campaign has generated only a measly $18 million. Why should you listen to Bono and his ilk when they ask you to enrich companies in order to save AIDS patients? Precisely because people also drink prosecco from a can when Paris Hilton declares it to be super cool.
The Red campaign's meager proceeds are one more reason for nonprofits to shy away from such campaigns. Marc Rosenmann, a professor at the University of Cincinnati, explains, "There are concerns that business is taking on the patina of philanthropy and displacing or even replacing philanthropic action." The question begs to be asked: Does the concept of smart consumption as exemplified by Oprah Winfrey or Bono really entice people to become aware of their own ability to make a difference, or perhaps more to assuage their conscience when they have once again afforded superfluous items because they are for a good cause?
The Red campaign was designed to raise public awareness of AIDS and encourage people to buy Red products to support the Fund. Christy Turlington had herself photographed in a yoga pose for GAP posters, Chris Rock starred in Motorola commercials, and Bono, the world savior in constant action, was of course also won over for the campaign.
All for nothing: According to expert estimates, the marketing costs are likely to amount to over 100 million. But so far, the campaign has generated only a measly $18 million. Why should you listen to Bono and his ilk when they ask you to enrich companies in order to save AIDS patients? Precisely because people also drink prosecco from a can when Paris Hilton declares it to be super cool.
The Red campaign's meager proceeds are one more reason for nonprofits to shy away from such campaigns. Marc Rosenmann, a professor at the University of Cincinnati, explains, "There are concerns that business is taking on the patina of philanthropy and displacing or even replacing philanthropic action." The question begs to be asked: Does the concept of smart consumption as exemplified by Oprah Winfrey or Bono really entice people to become aware of their own ability to make a difference, or perhaps more to assuage their conscience when they have once again afforded superfluous items because they are for a good cause?
