(RED) manifesto

All things being equal, the are not.

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As first world consumers, we have tremendous power. What we collective choose to buy, or not to buy, can change the course of life and history on this planet.

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(RED) is that simple an idea. And that powerful. Now, you have a choice.There are (RED) credit cards, (RED) phones, (RED) shoes, (RED) fashion brands. And no, this does not mean they are all in red color. Although some are.

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If you buy a (RED) product or sign up for a (RED) service, at no cost to you, a (RED) company will give some of its profits to buy and distribute anti-retroviral medicine to our brothers and sisters dying of aids in Africa.

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We believe that when consumers are offered this choice, and the products meet their needs, they will choose (RED). And when they choose (RED) over non-(RED) then more brands will choose to become (RED) because it will make good business sense to do so. And more lives will be saved.

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(RED) is not a charity. It is simply a business model. You buy (RED) stuff, we get the money, buy the pills and distribute them. They take the pills, stay alive, and continue to take care of their families and contribute socially and economically in their countries.

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If they don't get the pills, they die. We don't want them to die. We want to give them pills. And we can. And it's easy.

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All you have to do is upgrade your choice.

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