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NEWS -- Since it launched in 2006, (RED) has generated more than

$170 million for the Global Fund and more than 7.5 million people have been reached through (RED) supported AIDS grants in Ghana, Lesotho, Rwanda, South Africa, Swaziland and Zambia.

-- THE AIDS FREE GENERATION IS DUE IN 2015: Every day more than 1,000 children are born HIV positive around the world. But with access to antiretroviral medication a pregnant mother can prevent the transmission of HIV to her child. With continued focus and funding to organizations like the Global Fund, in 2015 we can have a world where virtually no child is born with HIV.  (RED) and the global health community are working together to help make this possibility a reality.


NEW PARTNERS: -- (PENFOLDS)RED launched their partnership at the Palm Springs Film Festival in January 2011. The partnership features wines with distinct flavors including the (PENFOLDS)RED Koonunga Hill Shiraz Cabernet and the (PENFOLDS)RED Thomas Hyland Riesling. -- In September 2011, Belvedere will launch their BELVEDERE (PRODUCT)RED Special Edition bottle in 26 markets worldwide and Nanda Home will launch their (PRODUCT)RED Special Edition Clocky & Tocky alarm clocks. -- In December 2011, FEED Projects will introduce the FEED (PRODUCT)RED Special Edition LOVE 30 Bag.




(RED) is a simple idea that transforms our incredible collective power as consumers into a financial ™ force to help others in need. Some of the world’s most iconic brands have become (PRODUCT)RED partners. Apple, Beats by Dr. Dre, Belvedere, Bugaboo, Converse, Dell, Nike, Penfolds, Shazam and more recognize that (RED) is a business model that is right for their brands, their consumers, and the world. Our partners create unique (PRODUCT)RED branded items and services and send up to 50% of the profits from the sale of those items to the Global Fund. (PRODUCT)RED items don’t cost more than non-(RED) items so shoppers can choose (RED) at no extra cost. 100 % of the money goes to the Global Fund, the recipient of all (RED) funds, and is put to work on the ground towards HIV/AIDS grants. To learn more visit JOINRED.COM; Like us at FACEBOOK.COM/JOINRED; Follow @JOINRED



AN ATTAINABLE GOAL (RED) is joining the leaders in the global health community, with a commitment to address one key aspect that affects several of the articulated Millennium Development Goals: we are working towards the virtual elimination of mother-to-child transmission of HIV by 2015. Today and every day more than 1,000 children are born HIV positive around the world – needlessly. But with access to medication a pregnant mother can stop the transmission of HIV to her child. When an expecting mother has access to the necessary medicine, not only can her child be born healthy, but she will also be healthy enough to care for her child. -

This goal is within our grasp. With increased funding, we could see this possibility become reality as early as the year 2015. Every (PRODUCT)RED purchase gets us closer to realizing an AIDS Free Generation in 2015.


The time is now. As a way to raise awareness and to educate people about the possibility of eliminating mother-to-child transmission of HIV in 2015, (RED) enlisted numerous street artists, painters, illustrators, photographers and sculptors to

Artwork by James Day

Artwork by Jeremyville

provide their creative interpretation of an AIDS Free Generation born in 2015. Each artist chose a headline and incorporated a unique take on “2015.” 6






The new (PRODUCT)RED Smart Cover in red leather for iPad 2 will keep iPads clean and protected at all times as the thin microfiber cover magnetically aligns to wrap around the device. The cover not only protects, but also interacts with the iPad, automatically waking and sleeping the device upon opening and closing, and easily turns in to a handy stand for reading, watching or typing. Available online globally and in Apple stores in the US and UK. The (PRODUCT)RED™ iPod Nano features Apple’s Multi-Touch screen. This tiny package includes the following features: Shake® to Shuffle™, FM-radio, live pause and built-in pedometer. Available in Apple stores in the US, UK, Canada & Japan and online with shipment to over 25 countries at




RED IS NOW (PRODUCT)RED Converse’s classic red canvas Chuck Taylor All Star shoe is now (RED). Possibly the most iconic shoe of all time, the Chuck Taylor All Star shoe comes in many colors, but beginning Fall 2011, the red canvas versions of the shoe will begin to appear as Converse (PRODUCT)RED at select retailers worldwide and at www.

Bugaboo recently introduced the Bugaboo Donkey: the first mono-duo– mono convertible stroller for kid(s) and goods. With flexible and multiple storage space, the Bugaboo Donkey grows and flows with your family. The Bugaboo + Missoni special collection features two tailored designs, a bright block print accessory set for the Bugaboo Cameleon and a vibrant zigzag pattern for the Bugaboo Bee. Each set is completed with a knitted Missoni blanket.     After the launch of the Bugaboo Cameleon All Black, Bugaboo is extending its All Black Collection with the Bugaboo Bee. The new All Black stroller is a reinterpretation of the ground breaking functional and compact design of the Bugaboo Bee. The mono-color collection incorporates a matte black chassis and black fabrics. Visit for more info.


Additionally, consumers can continue to express their own creativity by customizing their own Converse (PRODUCT)RED shoes with the MAKE MINE (RED) option offered on 15% of net sales from Converse MAKE MINE (RED) shoes go to the Global Fund.





The Dell (PRODUCT)RED collection includes the (PRODUCT)RED™ Inspiron™ Zino HD Home Theater PC and the Dell V515W All In One (PRODUCT)RED Printer. The ultrasmall 8x8” Inspiron™ Zino HD packs performance, offers optional Blu-ray, and conveniently fits perfectly anywhere. The Dell V515W is fast and energy-efficient and allows you to print professional-quality photos and documents from virtually anywhere within your wireless network. Dell contributes $5 to the Global Fund on the sale of every (PRODUCT)RED Inspiron™ Zino HD desktop and Dell V515W All In One (PRODUCT)RED Printer.

On December 1st, 2011, Nike will launch the Nike Sportwear (PRODUCT)RED collection. The collection will feature the Nike Zoom Meriwether (PRODUCT)RED, a technical boot hailing from ACG with welded waterproof side zippers and the original Nike (PRODUCT)RED laces; the NSW Melton DESTROYER (PRODUCT)RED - inspired by classic letterman jackets fashioned in red melton wool with black leather sleeves and the NSW Cheyenne Backpack (PRODUCT)RED – with Nike’s highest level of waterproof construction.   The collection will be available in limited quantities at select Nike Sportswear retailers and Nike STADIUMS globally. For more information please visit: and The original Nike (PRODUCT)RED laces are also available worldwide and at

Dell also offers exclusive (PRODUCT)RED artwork through the Dell Design Studio at art. When you buy a Dell laptop and choose any (PRODUCT)RED artwork, Dell contributes $20 to the Global Fund.



INSPI(RED) WINE INSPI(RED) PURPOSE The partnership between Penfolds and (PRODUCT)RED™ features wines with distinct flavors. The Koonunga Hill Shiraz Cabernet, available this holiday season in a limited-edition gift-box, is a classic ‘Australian blend’ featuring great fruit flavors and fine grained tannins; while the Thomas Hyland Shiraz offers a regional expression of varietal flavor. Please visit your local wine retailer, or and look for (PENFOLDS)RED Koonunga Hill and Thomas Hyland wines.


15% of the profits of Penfolds (PRODUCT)RED wines sold during promotional periods will go to the Global Fund.



SPECIAL EDITION – SOUNDS THAT MATTER Building off the acclaimed sound of the original Solo headphone, Beats by Dr. Dre™ SOLO HD (PRODUCT)RED™ Special Edition on-ear headphones are enhanced with titanium-coated drivers that deliver the deep bass and sonic accuracy that artists intended. The compact, tri-fold and lightweight design offer an added convenience for anyone on-the-go. They also feature ControlTalk™ for easy music playback control on iPod and music phones and a high-grade mic for quality hands-free calling. $5 from each Beats Solo HD (PRODUCT)RED purchase will be contributed by Beats by Dr. Dre to the Global Fund.   Available globally at select retailers including Apple and Best Buy, online at, and at


SPECIAL EDITION – BELIEVE IN GIVING Starting in September 2011, with the support of multi-platinum award-winning recording artist USHER, Belvedere will partner with (PRODUCT)RED to help eliminate AIDS in Africa. The (BELVEDERE)RED Vodka is the same naturally smooth vodka that you know and love in a (PRODUCT)RED Special Edition bottle that will be available in 26 markets worldwide. For every bottle purchased, Belvedere Vodka will contribute 50% of the profits to the Global Fund. For more information, please visit and





Available beginning in December 2011, the (FEED)RED LOVE 30 Bag is one of FEED’s most unique bags to date, measuring 14¾” tall, 14” wide, and 4¾” deep, and including a large pocket with rivets on the back of the bag. The natural green handles are 23”, and a brown, faux-suede finish enhances the bottom of the bottom of the tote. The signature FEED number, which indicates the impact of each bag, is stamped on the back of the tote. The (FEED)RED LOVE 30 Bag will help support life-saving ARV treatment through the Global Fund, and the distribution of meals intended to be delivered with ARV treatment through the UN World Food Program. Each bag sold will support approximately 30 days of ARV treatment and 30 meals, thus one month of life-saving assistance.

In 2007, Andy Jenkins, the Art Director of Girl Skateboards, began creating signature boards for (PRODUCT)RED™. Andy has since designed boards endorsed by pro-skaters Mike Carroll, Anthony Pappalardo and most recently Kenny Anderson. The (PRODUCT)RED Kenny Anderson Special Edition deck is built to last with high-quality materials, solid construction and features Anderson’s name on stacked blocks.

FEED will contribute $12 on the sale of each bag to the Global Fund. Check back for updates on availability.

Available at select retailers in US, Canada & UK and at

Girl Skateboards contributes over 50% of profits from their (PRODUCT)RED Special Edition boards to the Global Fund.


SPECIAL EDITION – IT’S TIME TO WAKE UP Meet Clocky (PRODUCT)RED™. When it’s time to wake up, this cute little alarm clock on wheels will leap off your nightstand and run away beeping to get you out of bed on time. Meet Tocky (PRODUCT)RED. When the alarm sounds, this clever wake-up companion rolls off of your nightstand and around your room doing everything he can to make sure you’re out of bed on time. This limited edition Tocky is preloaded with music selections contributed by SubPop Records. With Tocky, you can upload your own mp3s and record messages with his built-in microphone. Record reminders for yourself, or leave morning greetings for the snoozers in your life. Available starting in September 2011. For every (PRODUCT)RED Clocky and Tocky sold, Nanda Home will contribute 5% to the Global Fund. For more information, please visit


SPECIAL EDITION – SHAZAM IT The Shazam (PRODUCT)RED™ Special Edition iPhone App gives users the ultimate music journey experience. (SHAZAM)RED users enjoy unlimited song tagging, music recommendations, track and album reviews, song lyrics and access to Shazam music charts. (SHAZAM)RED also includes a dedicated tab linking to a web page featuring more about the impact of (RED) plus associated products and events. Shazam contributes 20% of the price of the Shazam (PRODUCT)RED Special Edition iPhone App to the Global Fund. Available worldwide online at www.


SPECIAL EDITION – AN ICONIC DESIGN Solange Azagury-Partridge has created a (PRODUCT)RED™ Special Edition version of her iconic “The Heart” necklace. Composed of sterling silver and covered in translucent red lacquer, Solange has engraved the personal message (SA-P)RED on the back. Solange Azagury-Partridge contributes 50% of the profits from every (PRODUCT)RED Special Edition version of “The Heart” necklace to the Global Fund. Available in the US & UK at select retailers and at


SPECIAL EDITION – BAGS WITH A MESSAGE Timbuk2 has been a pioneer of the messenger bag since 1989, proudly building bags and accessories with a simple philosophy – create goodlooking, tough as hell bags you can truly make your own. Timbuk2 has teamed up with (PRODUCT)RED™ to offer a Special Edition messenger bag and neoprene iPad sleeve for the iPad and iPad 2, both available in a thumbprint design. Timbuk2 contributes 5% of sales from their (PRODUCT)RED Special Edition bag and iPad sleeves to the Global Fund. Available online at www.timbuk2. com/red with US and worldwide shipping.


THE GLOBAL FUND TO FIGHT AIDS, TUBERCULOSIS AND MALARIA The Global Fund, the recipient of (RED) funds, is the world’s leading financer of programs to fight AIDS, Tuberculosis, and Malaria. The Global Fund is a unique global public/private partnership dedicated to attracting and disbursing resources to prevent and treat HIV and AIDS, Tuberculosis and Malaria. This partnership between governments, civil society, the private sector and affected communities represents a new approach to international health financing. Since its creation in 2002, the Global Fund has become the main source of finance for programs to fight these three diseases, with funding of $21.7 billion for more than 600 programs in 150 countries. It has saved


6.5 million lives, from financing local educational, prevention and treatment programs. (RED) is the largest business initiative supporting the Global Fund. For more information visit


Photo credit: The Global Fund

Deborah and Desmond, Ghana Photo Credit: The Global Fund

(RED) IMPACT – THE OGORI FAMILY MOVING FORWARD TOGETHER The Ogori family understands the importance of preventing mother-to-child transmission of HIV. Their son Bright, born before Beatrice was tested, is HIV positive and on antiretroviral (ARV) medicine. Their youngest son, Herbert, is HIV negative due to prevention of mother-to-child transmission. Beatrice was treated at Korle Bu Teaching Hospital in Ghana, a hospital that receives funding from (RED) financed Global Fund grants. She received ARV medicine through her pregnancy with Herbert. The medicine, combined with safe delivery and safe breastfeeding techniques, helped to ensure that he did not inherit his mother’s disease. Beatrice has high hopes for both her sons – that Bright will become an engineer and Herbert a doctor.



(RED) IMPACT – RUTH AND BERNADETTA ENJOYING EVERY MOMENT Ruth is HIV positive and due to prevention of mother-to-child transmission intervention she was able to deliver an HIV negative child. Ruth was put on antiretroviral (ARV) treatment while pregnant with Bernadetta to help lower the viral load in her body. After birth, Bernadetta was also given ARV medication specifically formulated for infants. Bernadetta was tested periodically until she was 1 1/2 years old. Today, Bernadetta is 6 years-old and HIV negative. She enjoys all subjects in school where she can visit with her friends. Her favorite game is Ludo, a board game that she plays with Ruth. Ruth and her husband hope to have another child and are working closely with their physician.


Photo Credit: © The Global Fund Photo Credit:Photo © TheCredit: Global Fund Jonx



(RED) IMPACT – DORIS AND MICHAEL MOTHER WITH A MISSION Doris is HIV positive and her son Michael is HIV negative thanks to treatment that prevented Doris from transmitting HIV to her son. Doris is busy raising her healthy and active 4 year-old boy. Michael enjoys playing football and reading books. When he grows up he would like to be a soldier, but Doris would prefer for him to be a pilot. Doris serves as an advisor to the president of Wisdom Association, a Global Fund financed support group in Ghana. When Doris shares her story with newly diagnosed patients, she says “there is hope for people living with HIV; you can go on living, having families and working.” Doris is a seamstress and jewelry maker by trade, she teaches other HIV positive individuals how to make bracelets so they can sell them as a means of generating income for themselves and the Wisdom Association. 31





Photo Credit: Jonx Pillemer

(RED) Press Kit 2011  
(RED) Press Kit 2011  

(RED) Press Kit- 2011