1HUND(RED) – CONVERSE’S (PRODUCT)RED EFFORTS February 20, 2008Posted by Susan Hyatt in Commentary.
Tags: Bono, Common, Converse, corporate donations, Global Fund, PRODUCT(RED)
OK, I haven’t been able to let (PRODUCT)RED go yet…I burned out before checking Converse’s site earlier this week to look into their (PRODUCT)RED for my post on February 16. I felt bad about not checking out one of the major sponsors, so have now gone to their website – a very hip site with cool graphics. Their homepage has a link to their 1HUND(RED) page which then has a link to the four shoes already specially designed for the campaign by various artists – Michael White, Camilla Engman, Tom Liles, and Meghan Berckes, in addition to the other shoes offered by Chuck Taylor. The site clearly states they give 10% of net wholesale prices to the Global Fund though I could not find a report or summary of the giving for last year from the campaign.
In their press section, a June 14, 2007 press release announced, “Converse announces today that Common, Grammy award winning hip-hop artist and actor, will be the face of Converse (PRODUCT) RED. Common will appear in Converse’s first national print campaign to further support Converse’s partnership with (PRODUCT) RED. The Fall 2007 advertising campaign is entitled “Weapon of Change” featuring irreverent messages and bold illustrations encouraging consumers to be optimistic rebels and become agents of change. The Converse (PRODUCT) RED Weapon® will be available exclusively through Foot Locker, Inc. and on www.converse.com.” Later in the release it said, “Depending on the product sold, 5% – 15% of net sales from Converse (PRODUCT) RED shoes will go to the Global Fund to Fight AIDS, Tuberculosis and Malaria (Geneva, Switzerland). (PRODUCT) RED is an economic initiative created by Bono (U2, singer and activist) and Bobby Shriver (Chairman of DATA – Debt, AIDS, Trade, Africa), designed to deliver a sustainable flow of private sector money to the Global Fund to invest in African AIDS programs with an emphasis on the health of women and children.”
OK…so now I am done with RED for now!! Onwards!