YouTube Viral Video From Starbucks Product (RED)
A viral video on social responsibility on YouTube describes the Starbucks / Product (RED) partnership in 2008.
For that holiday season, Starbucks was donating 5 cents from the purchase of every Starbucks exclusive drink to help save lives in Africa. The company continues its partnership with Product (RED) today, as part of the Starbucks effort to build deep relationships with coffee growing communities in Africa and contribute to their health and prosperity.
Every time that customers buy a (STARBUCKS)RED product or pay with their (STARBUCKS)RED Card, the company makes a contribution to the Global Fund to help people living with HIV/AIDS in Africa. Through this program they have already generated contributions equaling more than 18 million daily doses of medicine. In 2011 Starbucks partnered with celebrity designer Jonathan Adler to create a signature (RED)tumbler and the (STARBUCKS)RED Card which is available in US, Canadian, UK and Ireland stores now.
Bono and Bobby Shriver Launched Product (RED) in the US
Back in 2006 Bono and Bobby Shriver were behind the US launch of the groundbreaking Product (RED) initiative that marries the private sector with the buying power of the consumer public in an effort to generate a sustainable flow of private sector funds towards the AIDS fight in Africa.
Harnessing the power of some of the world’s most iconic brands, including Gap, Motorola, Converse, Giorgio Armani and Apple (the first five companies to partner with (RED)), the initiative included licensing and major integrated commercial efforts encompassing national and global product launches. MTV Networks also joined (RED) as the first media sponsor in the US to help build the brand and create awareness.
Product (RED) was one of the first major social enterprise efforts to go beyond charity because it didn’t ask consumers for donations or to change their behavior. Rather it raised money by tapping into the the things people buy everyday.