What is (PRODUCT)ᴿᴱᴰ?: The Meaning Behind The Color
What is (PRODUCT)ᴿᴱᴰ?
You might have noticed (PRODUCT)ᴿᴱᴰ printed on the back of an iPhone, or a brand name inside red parentheses on anything from a red-colored wallet, to a kitchen device, to a clothing label, to a car… but what does it actually mean? These symbols indicate that a product is the result of a partnership between a prominent brand and (RED)—and it helps save lives.
Founded by Bono & Bobby Shriver in 2006 to fight AIDS, (RED) partners with the world’s most iconic brands and people to create products and experiences that raise money, heat and urgency for global health crises. So when you choose to buy a (RED) product, your choice helps fight AIDS and the injustices that enable pandemics to thrive.
What does a (RED) product look like?
Often, a (RED) partner will “turn” their existing product red in color. For example, when we launched our partnership with Lobos 1707 Tequila in 2023, the company released a (RED) version of their (LOBOS 1707)ᴿᴱᴰ Reposado Tequila in a stunning red bottle. Purchasers of this bottle know they are not only acquiring a beautiful and limited-edition bottle of a product they already love, but they are also helping sound the alarm on the fight to end AIDS. Through this partnership, Lobos 1707 has committed $100,000 to the Global Fund to help support life-saving health programs.
Who does (RED) partner with?
(RED) partners sound the alarm on the injustices of global health, and fund programs that save lives. With their support, we are making significant strides in the fight to build strong and resilient health systems that fight AIDS. Since 2006, we’ve partnered with hundreds of brands across technology, fashion, housewares, financial services, life sciences, hospitality, telecommunications, and so many more.
A few of our current partners:
How Can You Join the (RED) Community?
Joining (RED) is easy! When you can, choose (RED) and your purchase will help support live-saving health programs. Visit our products page for a complete list of current (RED) products. If you share your (RED) product on your socials, make sure you tag us – we love to repost! And while you’re at it, follow (RED) on all of our social media platforms.
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