Bewilde(RED).
The (RED) campaign, spearheaded by Bono of U2, has been a mighty big one. This campaign is an attempt to ‘change’ cause-marketing strategy by enticing brands with a possibility of profit ontop of allowing partners to benefit from charity.
America has seen commercials and PR events being graced by celebrities such as Oprah Winfrey and Christy Turlington, the RED room at the Grammy awards et cetera on top of major RED product marketing campaigns by GAP, Apple and Motorola costing them an estimated USD$100 million.
The Singaporean version has local celebrities on a poster, wearing a white tee that has a particular word ending with -RED of their choice printed on. Apart from Amex, most of the abovementioned brands’ products arrived here, too. And of course, that includes RED iPod Nano that I, like, sooo covet. But didn’t get.
So, how much has the ultra-hyped Global Fund to Fight AIDS (a recipient of the campaign’s earnings) raised so far?
A paltry USD$18 million.
Such a disproportionate ratio between the marketing outlay and the money raised is raising eyebrows and concern among many people, including non-profit watchdogs, cause-marketing experts.
Perhaps Trent Stamp, president of Charity Navigator, which rates the spending practices of 5,000 nonprofits, hit the nail on the head.
"The Red campaign can be a good start or it can be a colossal waste of money, and it all depends on whether this edgy, innovative campaign inspires young people to be better citizens or just gives them an excuse to feel good about themselves while they buy an overpriced item they don’t really need."
http://buylesscrap.org is a parody of the campaign by a group of San Francisco artists and designers, which encourages people to give money straight to the Global Fund. "The Red campaign proposes consumption as the cure to the world’s evils," said Ben Davis, creative director at Word Pictures Ideas, co-creator of the site. "Can’t we just focus on the real solution — giving money?"
I understand the intentions of the RED campaign. But does this imply that charitable values i.e., what should be voluntary and earnest, are fading away — hence the need for gimmicks?
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