WHAT IS (RED)?(RED) is a brand designed to engage business and consumer power to helpeliminate AIDS in Africa. (RED) works with the world’s most iconic brands tomake unique (PRODUCT)RED™-branded products and direct up to 50% of their gross profits to the Global Fund to invest in HIV/AIDS programs in Africa, including interventions targeting women and children. (RED) is not a charity or "campaign." It is an economic initiative that aims to deliver a sustainable flow of private sector money to the Global Fund.Since (PRODUCT)RED launched in 2006, (RED) partnerships with American Express (UK only), Apple, Bugaboo, Converse, Dell, Emporio Armani, FLOWE(RED) (UK only), Gap, Hallmark, Nike, Penguin Classics, and Starbucks and (RED) events have generated $150 million for the Global Fund.Each time you buy a (RED) product or service, at no extra cost to you, the company who makes the product will give up to half of its profit to help buy and distribute antiretroviral medicine to those living with HIV in Africa. (RED) is that simple. And that powerful. Every dollar goes straight to Africa. Straight to the people who need it. Straight to keeping them alive so they can go on taking care of their families and contribute socially and economically to their communities.