Product Red is a brand licensed to partner companies such as American Express, Apple Inc., Starbucks, Converse, Motorola, Gap, Emporio Armani,Hallmark, Microsoft, and Dell. It is an initiative begun by U2 frontman Bono and Bobby Shriver of DATA to raise money for the Global Fund to Fight AIDS, Tuberculosis and Malaria. Each partner company creates a product with the Product Red logo. In return for the opportunity to increase their own revenue through the Product Red products that they sell, a percentage of the profit is given to the Global Fund.
Product Red has been criticized for not having an impact proportional to the advertising investment, for being much less efficient than direct charitable contribution, and for having a lack of transparency with regards to the amount of money going to charity as a percentage of every purchase.
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