Starting this month through April of 2008, the world renowned African Children’s Choir will be appearing in various media as they have been selected for the Gap(RED) print portrait campaign. Product (RED) is an initiative founded by Bono and Bobby Shriver to fight AIDS in Africa. They have designed the (RED) initiative as a way for corporations to make a significant impact on the African culture. Since its introduction at the World Economic Forum in January, (RED) has received quite a bit of press coverage in the U.S. and the UK, where it was launched.
As partners of (RED), the corporations donate a portion of proceeds on select products over a 5-year period, making it an ongoing and sustainable way to fund relief to Africa. Gap, a key partner of (RED), has designed a line of clothing for children. The collection features Gap’s most iconic items, with special attention given to every detail. Some of the items will even be manufactured in Africa, in an effort to drive the economy by creating jobs. Additional information about (RED), its mission and its partners can be found on their website, www.joinred.com.
