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Chinese Red
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In 2005, Bono, frontman of U2, and Bobby Shriver, Chairman of DATA created a new campaign with name (RED) to raise awareness and money for The Global Fund by teaming up with the world's most iconic brands to produce (PRODUCT)RED branded products. A percentage of each (PRODUCT)RED product sold is given to The Global Fund. The money helps women and children affected by HIV/AIDS in Africa.

Famous brands participated into the campaign with their special designed (PRODUCT) RED, e.g. Motorola designed special (MOTO) RED MOTOSLVR and MOTORAZA; Converse designed new pairs of RED shoes, iPod launched new RED iPod nano and iPod shuffle, etc. All of the branded products were symbolized in color RED or RED factor on the design and part of the selling profits from the (PRODUCT) RED goes to The Global Fund to continuously distribute anti-retroviral medicine in Africa. This is the well-known RED Plan and it might become a classic cause-related marketing sample.

In May 2008, Chinese Red Cross Foundation (CRCF) launched the “Chinese Red Action”, following the idea of the RED Plan in Europe, to partner with branded products and services providers in China to create a sustainable fund-raising model to support the charity programs that CRCF routinely works on, e.g. the “Angel Program” (medical aid programs).

Similar to RED Plan in Europe, The Chine RED Action targeted at cooperating with branded products providers to create Chinese RED products and part of the profits out of the sales of Chinese RED products goes to CRCF to help improve the healthy condition in the remote area and to protect the life of poor peasants and the children from that area.

Supporters

Branded Products or Services

Galanz

Chinese RED Microwave Ovens

Gome

Chinese RED Products Area
(in every theme stores of Gome)

MSN

Chinese RED Buddy and Icon

Xinri Electronic Bicycle

Chinese RED Electronic Bicycle

Framedia

Chinese RED Frames

China Unionpay

Chinese RED Credit Card

More supporters will be joining

Media Friends

Heilongjiang TV

Beijing News

China News Weekly


 

 

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