(RED) initiative

The (RED) initiative is a global partnership that mobilizes brands, organizations, and individuals to raise funds for HIV/AIDS programs in Africa. When consumers purchase specific (RED) products or services, a portion of the proceeds is donated to The Global Fund, supporting efforts like medicine distribution, testing, and prevention. Launched in 2006, (RED) aims to use commercial power to generate awareness and funding, helping ensure millions of people living with HIV receive treatment and care. It combines corporate responsibility with advocacy, making it easier for people worldwide to contribute to ending AIDS as a public health threat.