Wolff Olins took (RED) from an idea on a napkin to a tangible visceral vision that was game changing for our partners
RED Case Study
(RED)'s ambition was to harness the power of the world's greatest companies to help eliminate AIDS in Africa. To do this, it created both a new business model and a new brand model to achieve three goals: deliver a source of sustainable income for the Global Fund, provide consumers with a choice that makes giving effortless and, last but not least, generate profits and a sense of purpose for partner companies.
The first challenge was to get the all-important founding partners on board. So Wolff Olins helped Bobby Shriver and Bono paint a vision of what (RED) could be. This vision of the future provoked Amex, Converse, Emporio Armani and Gap to take the plunge.
We built the brand around the idea that (RED) inspires, connects and gives consumers power, with a unique brand architecture that unites participating businesses by literally embracing their logos to the power (RED). Many partners have gone the extra mile and manufactured products or packaging in African countries, generating jobs and opportunities for local people.
Within just five weeks of the US launch, in the spring of 2006, the (RED) brand had already registered 30% unaided awareness. Years later, (RED) has continued to exceed its goals, passing a record milestone by 2013 of $200 million raised and donated, making it the largest private sector contributor of the Global Fund to fight AIDS. Due to (RED)'s improved global brand awareness and expanding list of iconic partners-- including Gap, Apple, Coca- Cola, and Starbucks-- (RED) has proved that it can provide a sustainable, reliable flow of money to the Global Fund over time, just as its creators had initially hoped. "Wolff Olins took (RED) from an idea on a napkin to a tangible visceral vision that was game changing for our partners" said (RED) Founder Bobby Shriver. Today, more than 14 million people have been reached with HIV/AIDS preventative services, giving substantial proof that (RED)'s mission towards an AIDS free generation by 2015 is in fact possible.
(RED) is a unique union of brands, people and ideas that is designed to help eliminate AIDS in Africa. Accentuating the idea that ‘doing good is good business’, (RED) is a 21st century initiative with sustainable, universal appeal.
By partnering with iconic brands such as Amex, Motorola, Gap, Converse and Giorgio Armani to market desirable products, (RED) connects corporations with a purpose beyond pure corporate profit. The logo embraces and powers partner marks with the (RED) brackets. Bono launched (RED) at the World Economic Forum in January ‘06 to great effect and has captured the attention of consumers and business leaders. Immediately after its launch in the UK, research demonstrated the great benefit for partner brands’ consumer perceptions and confirmed the reward to companies who showed leadership and did something incredible.