In the Red: Bono’s AIDS Ad Campaign Tanks

For indispensable reporting on the coronavirus crisis, the election, and more, subscribe to the Mother Jones Daily newsletter.


redpanties.gif

Bad news for Red, the Bono-inspired, star-studded ad campaign to sell Gap t-shirts, and—oh, yes—raise some money for the Global Fund to Fight AIDS, Tuberculosis and Malaria. Despite all the hype, its total contribution to the Fund so far has been a paltry $18 million. A Global Fund spokesman explains to Ad Age that this was to be expected: “Red has done as much as we could have hoped for in the short time it has been up and running…. The launch cost of this kind of campaign is going to be hugely frontloaded.” Translation: Most of the money raised has been blown on ad budgets by Gap, Motorola, Armani, Apple, and other companies that are taking a cut from selling Red stuff. To give you a sense of just how big the corporate cut is, for every special edition Red iPod nano sold, Apple donates just $10.

This isn’t the first time an altruistic corporate campaign has been revealed to be too good to be true—we collected some other examples in our November issue. But there’s an easy way to not get snooke(red)—cut out the middleman and give directly to the Global Fund. Visit buylesscrap.org to find out how.

Dear Reader,

This feels like the most important fundraising drive since I've been CEO of Mother Jones, with staggeringly high stakes and so much uncertainty. In "News Is Just Like Waste Management," I try to unpack the reality we all face and how we can rise to the challenge. If you're able to, this is a critical moment to support Mother Jones’ nonprofit journalism: We need to raise $400,000 to help cover the vital reporting projects we have planned, and right now is no time to pull back.

Monika Bauerlein, CEO, Mother Jones

Dear Reader,

This feels like the most important fundraising drive since I've been CEO of Mother Jones, with staggeringly high stakes and so much uncertainty. In "News Is Just Like Waste Management," I try to unpack the reality we all face and how we can rise to the challenge. If you're able to, this is a critical moment to support Mother Jones’ nonprofit journalism: We need to raise $400,000 to help cover the vital reporting projects we have planned, and right now is no time to pull back.

Monika Bauerlein, CEO, Mother Jones

We Recommend

Latest

Sign up for our free newsletter

Subscribe to the Mother Jones Daily to have our top stories delivered directly to your inbox.

Get our award-winning magazine

Save big on a full year of investigations, ideas, and insights.

Subscribe

Support our journalism

Help Mother Jones' reporters dig deep with a tax-deductible donation.

Donate