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Product Red was created by U2 frontman and activist Bono and Bobby Shriver, chairman of DATA (Debt, AIDS, Trade, Africa), founded in 2002 by both men to put political pressure on world governments to tackle debt, AIDS and trade in Africa. See www.data.org Funds generated go to programmes supported by the Global Fund, mainly for women and children in Africa. Partners are: American Express, Converse, Gap Inc., Giorgio Armani, Nike and Motorolo. See www.joinred.com GAP Inc. and (PRODUCT) RED A range of fashion t-shirts is being made for Gap Inc. for its (Product) Red campaign at the Precious Garments factory in Lesotho using African cotton. Gap Inc. provided seed funding for the ALAFA pilot programme at Precious Garments, and has continued to support the roll-out of the programme to the entire industry. To date, Gap Inc has donated $170 000 to ALAFA. Commenting on the launch of the Gap Inc. (Product) Red collection around the world, Dan Henkle, senior vice president of Social Responsibility for Gap Inc, said: “We hope that when given a choice, consumers will buy products that have a positive impact on the world. If this model succeeds, it has the potential to transform business and philanthropy across the globe." Support (Product) Red and the Global Fund
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(Product) Red engages with business to raise awareness and funds for the Global Fund to Fight AIDS, Tuberculosis and Malaria. It is a branding mechanism to attract funding from commercial brands and consumers to fight AIDS. It involves the sale of specially designed items with a distinctive red label or red items of clothing. 
