Bono's Product (RED) initiative was created to raise awareness and money for The Global Fund to Fight AIDS, Tuberculosis and Malaria by teaming up with major corporations to market RED co-branded products. RED has been built upon the principle that "hard commerce" can be an appropriate vector...

Bono’s launch of Product (RED)™ at Davos in 2006 marks the opening of a new frontier for development aid. The advent of ‘Brand Aid’ explicitly linked to commerce, not philanthropy, reconfigures the modalities of international development assistance. American Express, Gap, Converse and...

(PRODUCT)^RED^{<small><small>TM</small></small>}(hereafter RED) is a cobranding initiative launched in 2006 by the aid celebrity Bono to raise money from product sales to support The Global Fund to Fight AIDS, Tuberculosis and Malaria. In this paper we argue that RED is shifting the boundaries of ‘causumerism’ (shopping for...