Hearts + Minds: (RED)


(RED) is a brand designed to engage business and consumer power to help eliminate AIDS in Africa. (RED) works with the world's most iconic brands to make unique (PRODUCT)RED-branded products from which these companies direct up to 50% of their gross profits to the Global Fund.  All of this money is invested in HIV/AIDS programs in Africa. (RED) is not a charity or "campaign." It is an economic initiative that aims to deliver a sustainable flow of private sector money to the Global Fund. 
As of October 2010,  (RED) partnerships with American Express (UK only), Apple, Bugaboo, Converse, Dell, Emporio Armani, FLOWE(RED) (UK only), Gap, Hallmark (US only), Nike, Penguin Classics and Starbucks, and (RED) events have generated over $150 million for the Global Fund.
The Global Fund (RED) grants currently support programmes in six countries: Ghana, Lesotho, Rwanda, South Africa, Swaziland and Zambia. 100% of all (RED) contributions to the Global Fund goes to the implementation of these grants, no overhead is taken out. Global Fund (RED) grants support locally-designed programmes that provide antiretroviral therapy for HIV positive individuals, support HIV prevention, feed and educate children orphaned by AIDS and provide the low-cost treatments needed to reduce the risk of transmission of HIV from mother to child. There are currently more than 145,000 HIV-positive people on antiretroviral therapy, more than 84,000 HIV positive pregnant women have received preventative antiretroviral therapy to reduce the risk of mother-to-child transmission and 4.8 million people have undergone HIV testing and counseling due to support from funds from the Global Fund and (RED).
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