Talking About a (Red)olution

You say you got a real solution
Well, you know
We'd all love to see the plan
You ask me for a contribution
Well, you know
We're doing what we can …
     —Revolution by the Beatles

November 18, 2006—You might remember that back in July Youthink! took a look at some of the reasons why activist and U2 frontman Bono and other international stars are urging people to assist Africa.

AIDS, malaria and extreme poverty are just a few of the challenges the continent faces, so Bono with help from some of his friends—including Oprah, Penelope Cruz and Kanye West—recently launched (Red), an initiative designed to maximize our power as consumers and activists.

This is how it works: Companies create products specifically designed to celebrate the global commitment to stop the spread of AIDS. You purchase the product—perhaps an iPod, phone, watch, jeans—and the company donates a portion of the sale to the Global Fund, which in turn spends the money on AIDS programs that help women and children in Africa.

So far, the campaign, which was initially launched in Europe, has been both a social and commercial success. More companies are joining the program to offer products and more than $10 million has been donated from European sales alone.

This isn't the first time the win-win-win, or "circle of winning," scenario has been used to combine buyer's passion for fun and social issues. The Susan G. Komen Breast Cancer Foundation has been working with companies in the Think Pink campaign. The White Campaign started by One.org draws attention to the global cry to end poverty. Are there others? Tell Us.

So, is it time to start a (Red)olution and, as Bono says, time to "shop until it stops"?

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