How do you raise millions of dollars to fight a global epidemic, starting from scratch?

You start with an innovative strategy where “Capitalism becomes the root of all good.”

In a revolutionary strategy, (RED) infiltrates capitalism to convert it from the root of all evil to perhaps the greatest equalizer of all time. It holds that the issue of AIDS in Africa isn’t something that’s out of our control — it’s something we can change simply by changing our spending habits.

I was part of the launch campaign and helped create ideas for print, outdoor and digital. The case study will give you an idea of the work we did to launch (RED). Oh, I shook hands with Bono as well. The guy is not very tall and wears his shades even to the bathroom.

RESULTS:

• Drove 7.9 million unique visitors to www.joinred.com immediately after launch.
• Grew aided awareness from 0% to 34% in less than one year.
• Contributed over $100 million to the Global Fund in the first year.
• Contributed over $150 million to the Global Fund to date.
• More than 5 million people have been helped as a result of these contributions.