Project
(Product) RED is a for-profit brand which is licensed to partner companies such as American Express, Apple Inc., Converse, Motorola, The Gap and Giorgio Armani. It is an initiative begun by U2 frontman Bono and Bobby Shriver of Debt AIDS Trade in Africa (DATA) to raise money for the Global Fund to Fight AIDS, Tuberculosis and Malaria. Each partner company creates a product with the Product Red logo. In return for the opportunity to increase their own revenue through the Product Red products they sell, a percentage of the profit is given to the Global Fund. 10% of the mobile spend on the Motorola RED phone is donated to HIV/AIDS research in Africa.