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Bono starts new brand to fight Aids
By Matheus Sanchez, Evening Standard Last updated at 00:00am on 26.01.06
Campaign: U2's Bono
U2 frontman Bono is to launch a new worldwide brand to raise funds for the fight against Aids in Africa.
The rock star has persuaded a series of big names including Gap and Armani to become part of "Red" in the latest stage of his campaign to help the continent.
The brand, which is also being backed by American Express and Converse, will send some of its revenue to help deal with the disease ravaging millions of lives in Africa.
It will include a new line of products, including Bono-style wrap-around Emporio Armani glasses with a Red logo, a range of Gap T-shirts and an American Express Red credit card.
There will also be Converse sports shoes made with African mudcloth.
Bono said: "Red is a 21st century idea. I think doing the Red thing, doing good, will turn out to be good business for them."
The move comes after his high-profile involvement in the Make Poverty History campaign.
By relying on word-ofmouth marketing for the Red brand, it is hoped that the savings on advertising will make up much of the costs of the companies' contributions to Africa.
The donations will focus on Aids programmes for women and children in the continent.
Funds will go to the Global Fund, a public-private partnership which accounts for a quarter of the world's funding for Aids programmes.
It has committed £2.5 billion for Aids, tuberculosis and malaria programmes in 130 countries since it was created in 2002.
For the companies involved, which have signed up for at least five years, this is the latest marketing experiment being conducted on the back of concerns that TV advertising is losing its appeal.
Bobby Shriver, chief executive of Product Red, said he and Bono insisted the companies involved see it as a money-making venture.
He said: "We said, 'you had to make money, because if you don't make money, you won't want to invest'."
The venture was scheduled to be announced today at the World Economic Forum in Davos, Switzerland.
