usan Smith Ellis is the CEO of (RED),
a brand that helps raise awareness and money for the fight against AIDS
in Africa. The organization works with some of the world's largest
brands like American Express, Apple, Starbucks and Nike to produce
(RED)-branded products, where a portion of the profits go directly to
the Global Fund
to invest in AIDS programs in Africa. In honor of today being World
AIDS Day, we've asked Susan to share her thoughts on how the growth of
social media has helped spread (RED)'s message in the fight against
AIDS.
In 2006, two events occurred, which at first glance couldn't have been more unrelated. Frustrated by a lack of engagement from business in the fight against AIDS in Africa and trying to push companies to contribute more to the Global Fund to help fight HIV/AIDS—one of the most devastating yet preventable and treatable diseases in Africa—(RED)'s founders launched a new model of creative capitalism. It was a very new idea and a very different concept.
In September of the same year, Facebook expanded registration so anyone with an email address could join the site. The hope was that with more and more people sharing with each other online, the world would be more open and connected.
Both concepts have proven to be successful beyond what people could have ever imagined. And as far as (RED) is concerned, our success is very much owed to the emerging world of social media that exploded, just when we needed it. Like social media itself, with (RED) the power is not so much in the act of one individual but in the incredible power of the collective acts of individuals. In just over three years, over 1.5 million people have joined (RED) via a range of social media.
In 2006, two events occurred, which at first glance couldn't have been more unrelated. Frustrated by a lack of engagement from business in the fight against AIDS in Africa and trying to push companies to contribute more to the Global Fund to help fight HIV/AIDS—one of the most devastating yet preventable and treatable diseases in Africa—(RED)'s founders launched a new model of creative capitalism. It was a very new idea and a very different concept.
In September of the same year, Facebook expanded registration so anyone with an email address could join the site. The hope was that with more and more people sharing with each other online, the world would be more open and connected.
Both concepts have proven to be successful beyond what people could have ever imagined. And as far as (RED) is concerned, our success is very much owed to the emerging world of social media that exploded, just when we needed it. Like social media itself, with (RED) the power is not so much in the act of one individual but in the incredible power of the collective acts of individuals. In just over three years, over 1.5 million people have joined (RED) via a range of social media.
Today, on World AIDS Day, we're asking these people to come together to show their support in the fight against AIDS in Africa. Let's turn Facebook (RED) — you can change your profile picture to any of the (RED) images at our Facebook Page. Shop for (PRODUCT) RED items like a (PRODUCT) RED Apple iPod Nano or (PRODUCT) RED sunglasses from Emporio Armani. For more information on how you can help, join us at www.facebook.com/joinred.
Over the last three years, in order to build (RED) and in order to channel a new flow of money to The Global Fund to support this fight, we have had to build a brand, not through traditional channels but one person at a time, virtually.
Unlike other brands, (RED) exists and grows and lives not only on a shelf, or in a store, but in people. (RED) is an idea we can all share, a concept we can all believe in that says there is a better way to help. (RED) means choosing the (PRODUCT) RED Converse sneakers or using your Starbucks (PRODUCT) RED card for your morning cup of coffee, and knowing by doing so, you are helping someone who is, in one sense, a world away, but in another is as close to you as your computer.
Those 1.5 million people have also given us the power to reach out to more and more companies. Companies see that our virtual brand has a powerful group of advocates and committed supporters so we see more and more companies joining us in our mission, by becoming (RED).
So, in three years, what have we done together? Collectively, people's choices have resulted in $140 million being contributed to the Global Fund, with 100 percent of that money going directly to helping fight AIDS in Africa. Millions of people, like you, together have created this impact. But it's bigger than dollars. This money flows directly to AIDS grants that have already reached more than four million people with testing, counseling, AIDS treatment and services—programs that truly change lives.
For this remarkable achievement, I would like to thank all of you who've played a part.
(RED) is a color that unites us. (RED) is a color that makes a difference. And today, (RED) is the color of hope—and of a new way to help make real change through small choices.
Together, virtually, we will do more than anyone thought possible. In fact, we already have.
Susan hopes you'll go (RED) on Facebook today.
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