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.