January 27, 2006 08:45:01 GMT
Bono joined 3 leading fashion groups & American Express Jan 26 to launch Product Red, an ambitious branding & fund-raising scheme aimed to beat AIDS
Rock star Bono of music group U2 teamed up with three leading fashion groups, Gap, Giorgio Armani and Converse, and American Express Thursday Jan 26th to launch Product Red, an ambitious branding and fund-raising scheme which is aimed at beating AIDS.
Bring the idea into life, one percent of money that customers spend on the card will go to the Global Fund to Fight AIDS, Tuberculosis and Malaria, which supports nearly half a million people on AIDS treatment and a similar number of children orphaned by the disease.
While holding aloft a new Amex 'Red Card' whose reverse side carries the statement: "This card is designed to eliminate HIV in Africa," the Irish singer said "This is really sexy to me. It is sexy to want to change the world."