The (RED) Manifesto is an important piece to the work that this campaign is doing because it capitalizes on what consumers can do through shopping. It was designed for consumers as a brief overview to the mission of campaign. The Manifesto is written exclusively in capital letters to grasp and person’s attention in hopes that they will understand and join on the work that the organization is performing.
The genuine Manifesto (you can see it above) intends for the viewer to question their morals and beliefs in stating that a purchaser has a choice to make the world a better place. The Manifesto clearly states how the purchaser has the option to change history and make the world a better place for our “brothers and sisters” dying of AIDS in Africa. In this section, the sheer line of “brothers and sisters” is attempting to create camaraderie with the AIDS victims. The creators are attempting to make us feel united and that we must make the right choice because the victim’s fate is in our hands. Once the viewer is convinced that a (RED) product purchase is the right choice, the direction is veered more towards the opportunities that are created for a consumer when they make the purchase. The first opportunity is that it essentially is a “free” occasion to save someone’s life. The products are of course not free of cost, but the writers mean that we would have to buy a shirt or shoes anyway so in the mean time we could put that money we would use towards a good cause.
Another opportunity that (RED) gives to the consumer is the feeling of making a difference, we spend no extra time or money but a good deed has still been done without making an extra effort. The (RED) campaign is at large a campaign about selling products and enticing more companies to use the (RED) brand. The manifesto makes it very clear that they have faith that if a product meets the needs of the consumers that they will most definitely choose a (RED) product over a non- (RED) product because it is a good decision in doing so. The more purchased products, the more lives we are saving, simple as that (Anderson, 2008). The (RED) manifesto is simply a statement that outlines this campaign for the consumer. It asks the consumer to make no change to their lifestyle, political views, economic structure, but rather hopes that free enterprise can cure the ills of society (Anderson, 2008).
The genuine Manifesto (you can see it above) intends for the viewer to question their morals and beliefs in stating that a purchaser has a choice to make the world a better place. The Manifesto clearly states how the purchaser has the option to change history and make the world a better place for our “brothers and sisters” dying of AIDS in Africa. In this section, the sheer line of “brothers and sisters” is attempting to create camaraderie with the AIDS victims. The creators are attempting to make us feel united and that we must make the right choice because the victim’s fate is in our hands. Once the viewer is convinced that a (RED) product purchase is the right choice, the direction is veered more towards the opportunities that are created for a consumer when they make the purchase. The first opportunity is that it essentially is a “free” occasion to save someone’s life. The products are of course not free of cost, but the writers mean that we would have to buy a shirt or shoes anyway so in the mean time we could put that money we would use towards a good cause.
Another opportunity that (RED) gives to the consumer is the feeling of making a difference, we spend no extra time or money but a good deed has still been done without making an extra effort. The (RED) campaign is at large a campaign about selling products and enticing more companies to use the (RED) brand. The manifesto makes it very clear that they have faith that if a product meets the needs of the consumers that they will most definitely choose a (RED) product over a non- (RED) product because it is a good decision in doing so. The more purchased products, the more lives we are saving, simple as that (Anderson, 2008). The (RED) manifesto is simply a statement that outlines this campaign for the consumer. It asks the consumer to make no change to their lifestyle, political views, economic structure, but rather hopes that free enterprise can cure the ills of society (Anderson, 2008).