The Thesis
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Celebrity activist and singer Bono has created an AIDS awareness campaign that is affordable and widespread in the consumer world known as (RED.) By partnering with different worldwide companies, it is easy to find a company that backs this effort to help stop the spread of AIDS in third world countries. Product (RED) intends to unite the brothers and sisters from all over the world. The campaign uses adjectives to describe their mission, such as inspiring, connecting and empowering people and businesses to do good deeds through shopping, which they already do. Through many different approaches, one being a YouTube video starring celebrities that promotes an HBO Documentary called “The Lazarus Effect,” Bono puts out a call for help to first world countries through the use of videos, consumer products and marketing, and corporate social responsibility. This website explores the sensation and whether or not it has actually been a lucrative campaign.