Product Red, styled as (PRODUCT)^RED, is a brand licensed to partner companies such as Nike, American Express (UK), Apple Inc., Starbucks, Converse, Bugaboo, Penguin Classics (UK & International), Gap, Emporio Armani, Hallmark (US) and Dell. It was founded in 2006 by U2 frontman and activist Bono and Bobby Shriver of ONE/DATA to engage the private sector in raising awareness and funds to help eliminate AIDS in Africa. The Global Fund to Fight AIDS, Tuberculosis and Malaria is the recipient of (RED) monies. Bono is an active public spokesperson for the brand.^[1] Didier Drogba is also a spokesperson for the brand and is the face of the Nike (RED) Laces campaign.^[2]

Susan Smith Ellis was named CEO in June 2007^[3]. As part of a new business model developed in partnership with Wolff Olins, each partner company creates a product with the Product Red logo.^[4] In return for the opportunity to increase its own revenue through the Product Red products that it sells, a percentage of the profit is given to the Global Fund.^[5] Since Product Red is a private company, a portion of the contributions received from the third party brands is taken as profit. This incorporation of humanitarian aid and for-profit businesses is one way of "ethical consumerism."

The Global Fund[link]

Created in 2002, the Global Fund to Fight AIDS, Tuberculosis and Malaria supports large-scale prevention, treatment and care programs for these three infectious diseases.^[6] Today, a quarter of all international funding for HIV/AIDS-related programs, over half for tuberculosis, and almost three-quarters for malaria worldwide comes from The Global Fund. The concept of “performance-based funding” is central to the organization and only those grant recipients who can demonstrate measurable and effective results from the monies received will be able to receive additional financing.^[7] 100% of the funds generated by (RED) partners and events goes to Global Fund programs that provide medical care and support services for people affected by HIV/AIDS in Africa. No overhead is taken by either (RED) or the Global Fund. (RED) is the largest private sector donor to the Global Fund, and has generated over $150 million for HIV/AIDS programs in Africa.^[8]

[edit] The Lazarus Effect

The Lazarus Effect documentary debuted on May 24, 2010 on HBO, YouTube and Britain's Channel 4. It is directed by Lance Bangs, executive produced by Spike Jonze and presented by (RED), HBO, and Anonymous Content.^[9] The documentary follows HIV-positive people in Zambia and shows the transformation possible with access to lifesaving pills that cost around 40 cents a day.^[10] The film is also available via a free iPad app called "(RED): The Lazarus Effect," which contains the full length documentary, additional information about how antiretroviral drugs work and photos of the transformative effect that ARVs can have.^[11] In May 2010, (RED) launched a complimentary PSA campaign to promote the film. ^[12]

The Lazarus Effect public service campaign features celebrities including Bono, Don Cheadle, Hugh Jackman, Penelope Cruz, Iman, Gwen Stefani, Gabourey Sidibe, and Common. Celebrity participation and the media placement for The Lazarus Effect campaign, was secured pro-bono.^[13]

(RED) Impact[link]

(RED) was designed to provide a scalable and sustainable flow of funds to the Global Fund. By 2011, it had generated $170 million^[14] to support Global Fund financed AIDS grants. These grants have reached more than 7.5 million people in Ghana, Lesotho, Rwanda, South Africa, Swaziland and Zambia.

Rwanda (RED) has provided antiretroviral therapy (ART) to more than 27,000 people living with HIV and reached over 34,000 HIV positive pregnant women with preventative ART to reduce the risk of mother-to-child transmission of the virus.^[15]

Lesotho (RED) has provided more than 45,000 people living with HIV with lifesaving ART and reached more than 16,000 HIV positive pregnant women with preventive ART to reduce mother-to-child transmission of the virus.^[16]

Guiding principles[link]

Product Red states that its main principles are:^[17]

• To expand opportunities for the people in the continent of Africa.
• To respect its employees and ask its partners to do the same with their employees and the people who help make their products or deliver their services.
• To see the power of a community mobilized for hope, health and progress.
• To ask its partners to uphold the same principles.
• To transform the collective power of consumers into a financial force to help fight AIDS in Africa.
• To engage businesses to create a sustainable and scalable flow of private sector funding to the fight against AIDS in Africa.
• To ensure 100% of (RED) money goes to AIDS programs through the Global Fund, with no overhead taken.
• To promote awareness of HIV/AIDS in Africa.

Products[link]

A (PRODUCT)^RED iPod Nano, one of the products included in Product Red

Products include:^[18]

• Bugaboo International. A Dutch design company that makes pushchairs for infants and toddlers. When you choose 'any' Bugaboo product, Bugaboo contributes 1 % of its total revenue to The Global Fund.
• American Express Red card.
• Gap is selling an ongoing line of merchandise including T-shirts, jackets, scarves, gloves, jewelry, bags and purses. Gap donates 50% of all Product Red profits directly to the Global Fund.
• Converse is selling a shoe made from African mud cloth.
• Giorgio Armani has announced a line of Emporio Armani products that include clothes, jewelry, perfume, and accessories.
• Motorola has announced special editions of their SLVR, KRZR and RAZR mobile phones, with a 50% profit of each purchase going to the Global Fund. It is believed that the Red RAZR was first launched with service by Sprint in November 2006, but it was actually US Cellular who first did it in Chicago, one month previous to Sprint. Bono, Penélope Cruz, Oprah and Chris Rock were some of the celebrities who attended the opening of the (RED) location in Chicago.
• Canon released a version of their popular SD990 camera along with a leather case in 2008/2009. Only 500 were produced globally.
• The Independent newspaper is in partnership with Product Red.
• The Hotel Café tour is presented by MySpace and Product Red.
• Apple Inc. has released five generations of special edition iPod Nano and the iPod Shuffle with a Product Red theme, as well as a Red $25 iTunes Gift Card. Apple has also announced a Product Red branded Smart Cover for the iPad 2.
• Nike has released a special line of red shoelaces available for purchase, with 100% of the profit going to the charity. Their motto is "Lace up, save lives."
  

  

  Nike (RED) laces
  Didier Drogba is the face for the promotion of the laces.
• NEED magazine is in partnership with Product Red.
• Hallmark has introduced greeting cards that are Product Red.
• Dell has released three computers (M1330, M1530 and XPS One) and one printer (V505 All-In-One) that are Product Red; the contract will last for 3 years as of January 2008.
• Microsoft and Dell have teamed up to offer a new Dell laptop that included a new Windows Vista SKU called Windows Vista Ultimate (Product) Red.
• Windows Vista Ultimate (Product) Red included six wallpapers, two sidebar gadgets, one screen saver, and one DreamScene movie.
• Girl Skateboard Company released a two-part deck series with a (Product) Red graphic. A share of the profit goes to the charities.
• Starbucks participated during their 2008 holiday promotion. For every holiday beverage ordered, 5 cents went to Product Red. Starbucks also offers the Red Card and donates five cents every time the card is used in a transaction.
• The Killers write a Christmas song every year, with the latest being "The Cowboys' Christmas Ball", in aid of RED. 100% of profits is given to the charity.
• Flowe(RED) a new online flower delivery service launched in the UK.
• Monster Cable make special edition of Beats by Dr. Dre Solo HD with name Solo HD (PRODUCT)RED^[19]
• Carolina Bucci has created a Special Edition of her gold and silk Lucky bracelets.

Criticism[link]

This article's Criticism or Controversy section may compromise the article's neutral point of view of the subject. Please integrate the section's contents into the article as a whole, or rewrite the material. (March 2011)

Product Red has been criticized for not having an impact proportional to the advertising investment, for being much less efficient than direct charitable contribution,^[20] and for having a lack of transparency with regards to the amount of money going to charity as a percentage of every purchase. Some critics argue that a retail middleman between donor and charity is unnecessary; donors should just give.^[21] Another critique is that Product Red's expansion into traditional fundraising techniques, such as art auctions, undermines its claim to be a different and more sustainable approach to raising money for AIDS.^[22] Other critics have pointed out that its emphasis on funding treatment for AIDS sufferers meant that large amounts of the money will ultimately end up with pharmaceutical companies "unwilling to distribute their drugs for free".^[23] Many accuse the campaign of profiting by using diseases as a marketing vehicle,^[23] for being "cause branding" rather than corporate social responsibility.^[24] In the Stanford Social Innovation Review, Mark Rosenman wrote that it was an "example of the corporate world aligning its operations with its central purpose of increasing shareholder profit, except this time it is being cloaked in the patina of philanthropy."^[25]

The National Labor Committee for Worker and Human Rights criticised Product Red for its links with Gap,^[26] which was historically a target of anti-sweatshop activists, although anti-sweatshop organisation Labour Behind the Label states that Gap has "come further than many"^[27] clothing companies to counter exploitation.^[28] Gap's Product Red clothes are made in Lesotho, rather than simply for the best price in China (this goes beyond the requirements of Product Red). Labour Behind the Label criticises Product Red for not requiring more measures to protect the rights of the workers who make their products.^[27]

Old data released in 2007 by Advertising Age claims retail participants in Product Red including Gap, Motorola and Apple Inc. have invested $100 million in advertising and raised only $18 million for The Global Fund^[20]. In July 2010, however, (RED) claims to have raised over $150 million for the Global Fund to help eliminate AIDS in Africa. They also state that 100% of (RED) money is allocated to one of the Global Fund (RED) grants in Ghana, Lesotho, Rwanda, Swaziland, South Africa and Zambia. More than 5 million people have been reached with testing, counseling, treatment, and other services due to support from the Global Fund and (RED). [2] Apple donated $10 of the sale of their $149 iPod during the initial stages of the campaign, and no longer discloses how much it donates.^[29] The Official (Product) RED website confirms that "The purchase of 1 iPod Nano (Product)RED can provide over 3 weeks of lifesaving medicine to someone living with HIV in Africa."^[30] Dell's website states that it costs US$0.40 to provide one day's worth of medication.^[31] By combining both facts, one arrives at the conclusion that Apple donates at least US$8.40 from the purchase of each iPod Nano Product(RED) to the Global Fund.

One spoof campaign known as BUY (LESS) mocks the consumerist bent of (RED) with its own call to "BUY (LESS) CRAP!"^[32]. The BUY (LESS) campaign encourages people to forgo the premium-level products and donate directly to charities. The BUY (LESS) campaign carries the slogan, "Shopping is not a solution. Buy (Less). Give More." The BUY (LESS) campaign site features a short list of recommended charities, such as: World Vision, Global Fast, and Habitat for Humanity. The (LESS) campaign also holds out a critical letter to (RED) CEO Bobby Shriver, posted online.

Timeline[link]

See also[link]

• The Lazarus Effect
• American Express Red
• Cause marketing
• The Global Fund to Fight AIDS, Tuberculosis and Malaria

Notes[link]

References[link]

• Tim Weber (2006). "Bono bets on Red to battle Aids". BBC. Retrieved February 26, 2006.
• Motorola Press Release Retrieved May 15, 2006.
• Apple Store Website

External links[link]

• Report on the Private Sector and Product Red

Official links[link]

• Official site
• Product Red on Myspace
• Global Fund page on Product Red
• Presentation by Product (RED)'s President USF MBA Podcast, 25 February 2007
• Official Facebook site
• Flowe(RED) The (RED) online flower delivery service

Critiques[link]

The neutrality of this section is disputed. Please see the discussion on the talk page. Please do not remove this message until the dispute is resolved. (March 2011)

• "Shopping is Not Sharing" CBS News, 17 October 2006
• "Why the new Amex card makes me see red" Spiked Online, 28 September 2006
• "Costly Red Campaign Reaps Meager $18 Million" Advertising Age, 5 March 2007 (registration required)
• "The Big Question: Does the RED campaign help big Western brands more than Africa?" (rebuttal of Ad Age article) The Independent, 19 August 2007
• "Does Shopping for a Good Cause Really Help?" Newsweek, 14 March 2007
• Brand Aid: Shopping Well to Save the World (University of Minnesota Press, 2011)

Brian Williams
Williams at the 2011 Time 100 gala
Born	Brian Douglas Williams (1959-05-05) May 5, 1959 (age 53) Ridgewood, New Jersey, U.S.
Education	Brookdale Community College George Washington University The Catholic University of America
Occupation	News Anchor and Managing Editor of NBC Nightly News
Years active	1981–present
Notable credit(s)	NBC News reporter (1993–2004) NBC Nightly News weekend anchor (1993–1999) NBC Nightly News anchor (2004–present)
Salary	$10 million annually[1]
Spouse	Jane Gillan Stoddard Williams[2]
Website
http://www.msnbc.msn.com/id/3667173/

Brian Douglas Williams (born May 5, 1959) is the anchor and managing editor of NBC Nightly News, the evening news program of the NBC television network, a position he assumed in 2004.^[2] Williams was listed among Time Magazine's 100 Most Influential People in the World in 2007,^[3] and in 2010, a prominent media observer dubbed him "the Walter Cronkite of the 21st century."^[4]

Early life[link]

Williams was reared in a middle-class Irish Catholic home.^[5] His father, Gordon L. Williams, was an executive vice president of the National Retail Merchants Association, in New York.^[6] During childhood, his family moved from his birthplace, Ridgewood, New Jersey,^[7] to Elmira, New York. He lived in Elmira for ten years before moving to Middletown, New Jersey, when he was in junior high school.^[8]

He graduated from Mater Dei High School, a Roman Catholic high school in the New Monmouth section of Middletown.^[9] While in high school, he was a volunteer firefighter for three years at the Middletown Township Fire Department. His first job was as a busboy at Perkins Pancake House.^[10]

After high school Wiliams attended Brookdale Community College, after which he transferred to The Catholic University of America, and then The George Washington University.^[11] He did not graduate, and instead interned with the administration of President Jimmy Carter. He now calls leaving college one of his "great regrets".^[12] Brian Williams completed a total of 18 college credits."^[13]

Early career[link]

After working in the lobbying arm of the National Association of Broadcasters, Williams began his broadcasting career at KOAM-TV in Joplin, Missouri in 1981.^[14] A year later he moved back to Washington, D.C. and worked at WTTG as general assignment reporter. Williams joined NBC News from WCBS-TV in New York in 1993 and became the network's chief White House correspondent in 1994. In 1996, Williams began anchoring The News with Brian Williams on MSNBC and rebroadcast on CNBC.

[edit] Nightly News

Williams became anchor of NBC Nightly News on December 2, 2004, and his first year in that post was marked by coverage of two disasters: the Asian tsunami and Hurricane Katrina. NBC personnel felt that the program became his program (rather than predecessor Tom Brokaw's) with his coverage of the tsunami,^[15] and his reporting on Katrina, including from inside the New Orleans Superdome, was given praise by industry observers.^[16] His work helped earn NBC a Peabody Award,^[17] the Peabody committee concluding that Williams and the Nightly News staff "exemplified the highest levels of journalistic excellence in reporting on Hurricane Katrina."^[18]

Nightly News fell behind ABC's World News in the first half of 2007. Nightly News regained the lead later in the year^[19] and expanded it beginning in the fall of 2008.^[20] Williams was compared by Jon Friedman of Marketwatch to Walter Cronkite.^[4]

When Williams succeeded Tom Brokaw as anchor of NBC Nightly News, his annual salary was reported to be $8 million,^[21] and by October 2006, it had reportedly increased to $10 million.^[1] He occasionally fills in for Lester Holt on weekends when needed.

On Sunday, May 1, 2011, Williams anchored a simulcast between all NBC affiliates and MSNBC covering the death of Osama bin Laden, going on air before 11:30 pm and continuing coverage until at least 2:00 am.

[edit] Rock Center with Brian Williams

On Tuesday, October 4, 2011, it was announced that Williams would be the host of Rock Center with Brian Williams, a newsmagazine program premiering on Monday, October 31, 2011, at 10:00 pm Eastern, replacing the cancelled drama series The Playboy Club.^[22] Named after the nickname of Rockefeller Center, the New York City landmark where NBC Radio City Studios are located, the program would become the first new NBC News program to launch in primetime in nearly two decades.^[23]

Appearances[link]

Williams frequently appears on The Daily Show as a celebrity guest interviewed by Jon Stewart. He appeared on the Weekend Update segment of Saturday Night Live before hosting the program on November 3, 2007.^[24]

Williams regularly appears on Late Night with Jimmy Fallon, where he slow jams the news of the previous week as Fallon sings and reiterates what Williams says, with The Roots providing the musical backing. He has also made numerous appearances on Late Show with David Letterman despite its being on CBS, a competing network. During an appearance on July 26, 2011, Williams demonstrated a skilled vocal impersonation of TV personality Regis Philbin. Williams has also appeared on Late Night with Conan O'Brien where he took part in numerous skits and interviews.

Williams also frequently makes guest appearances on NBC's television comedy 30 Rock as a caricatured version of himself. In the episode The Ones, he's seen at home receiving proposition calls meant for Tracy Jordan. In Audition Day, he auditions to be a new TGS cast member. He also is seen once on the show taunting a CNBC news host. In April 2012, on the West Coast installment of the 30 Rock season 6 live show, Williams portrayed a news anchor covering the Apollo 13 story.

Williams appeared on Sesame Street in a 2007 episode, announcing the word of the day, squid, in a special broadcast. Williams appeared on Sesame Street again in a 2008 episode reporting for Sesame Street Nightly News about the Mine-itis outbreak where he becomes a victim of it. He also was the host of the 2009 Annual Sesame Workshop Benefit Gala.

In May 2012, Williams spoke at The George Washington University commencement on the National Mall.

Personal life[link]

He lives in New Canaan, Connecticut, with his wife, Jane Gillan Stoddard Williams, two children, Allison and Douglas Williams, and two dogs.^[26]

NASCAR[link]

Williams is an avid fan of NASCAR in both the local and national levels. He was first exposed to auto racing as a child attending races on dirt tracks all over upstate New York. In 1999, Williams was the studio host of the first NASCAR race ever shown on NBC, the Pennzoil 400 at Homestead-Miami Speedway. Two years later, at NASCAR's awards banquet in New York City, he introduced a videotaped tribute to Dale Earnhardt, who had died at the Daytona 500 some months earlier. Earnhardt and Williams had become close friends.

A 2012 promo for Rock Center with Brian Williams features a baseball motif, with the journalists' jerseys. Williams' jersey, similar to Kansas City Royals manager Ned Yost, in honor of his Earnhardt friendship, carried #3.

New York Giants[link]

Brian Williams has shown himself to be a fan of the New York Giants NFL franchise. This became noticeable publicly during the Giants 2011 Super Bowl run during which Williams was noted for not only openly discussing his fandom, but also wearing a New York Giants jersey underneath his sports jacket and over his dress shirt and tie, similar to a sweater.^[27]

Career timeline[link]

• 1981: KOAM-TV
• 1982–1984: WTTG-TV correspondent
• 1985: Panorama Host
• 1985–1987: WCAU-TV New Jersey correspondent
• 1987–1993: WCBS-TV Anchor of weekday noon and weekend night newscasts; reporter
• 1993–1994: NBC News correspondent
• 1994–1996: NBC News White House correspondent
• 1996–2004: The News with Brian Williams anchor
• 2004–present: NBC Nightly News anchor
• 2011–present: Rock Center with Brian Williams host

References[link]