Apple on Monday launched a campaign called (RED) to fight AIDS based on online stores, App Store and retail locations. The two-week campaign is related to (RED) concept started by celebrity singer Bono in 2006.
Cupertino, California-based Apple has partnered with 25 app makers and the proceeds from purchases and in-app purchases will be utilized for AIDS sufferers, mainly in Africa. Bono and Bobby Shriver started the campaign and the funds were sent to The Global Fund that fights AIDS as well as tuberculosis and malaria in developing nations. Apple’s (RED) gift cards offered on Black Friday with select Apple products will also contribute to the fund.
Apple online store and retail stores will be (RED) on World AIDS Day Dec.1 for and will contribute a portion of sales to the fund. Since 2006, the company has helped raise funds of about $75 million with the first one being the (RED) iPod Nano in 2006. Apple’s senior VP Eddy Cue stated that in spite of tasting success with the campaign, Apple knew it is still possible to rediscover the cause. He added that the primary goal was to get the developers deeply involved.
The process of the campaign began six months back by contacting developers of 25 popular apps and urged them to add a (RED) design to the app logos. The campaign for the cause began on Monday, Nov. 24 and ends on December. 7. The move came from Apple CEO Tim Cook’s efforts to revamp the company’s image and has also supported LGBT people around the world by revealing his sexual orientation.
(RED) CEO Deborah Dugan mentioned that the campaign becomes a “gateway drug” to activism for consumers. She added that she was thrilled about Apple’s involvement in the cause. Get involved in this global cause against AIDS by purchasing apps or purchase (RED) Apple products during the holiday season.
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