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May 21st, 2006

Getting it right before green light on Red

Posted by: Lesley Wroughton
Tags: Bono in Africa

Ed. note: Many of you asked Lesley Wroughton, the Reuters correspondent on the six-nation African tour with Bono, when the charity-dedicated Red products will be more widely available. Lesley spoke with Bobby Shriver, chief executive of Product Red. He’s also chairman of DATA, the lobby group formed by Bono and is travelling with Bono. Here’s what he said:

“If we can get the iconic branding companies to us, sure wed expand. Right now, however, with the five Red companies weve got, three of them havent fully launchedBonoF.bmp their products yet. The only fully featured product out there is the American Express card and as of Monday, the Motorola phone. Gap has only had a T-shirt. In the fall, they will have a full line including leather jackets, jeans, bags, belts and accessories. Whole sections of Gap stores will be Red. Similarly, Armani right now has sunglasses but in the fall theyll have a whole series of things that Mr. Armani (created in collaboration) with a Ghanaian artist.

Getting those things to actually work and work together is the near-term focus for this year, but next year we would love to have more. (Picture: Bono holds a child at a clinic in Butha Buthe near Lesotho’s capital Maseru May 17, 2006. REUTERS/Mike Hutchings)

4 comments so far

it’s a loooong wait for some of us anxious fans to get our hands on some (red) products here in the states, but know it will be worth it. i’m looking forward to the Gap line myself. success breeds success, and before long iconic companies will be in pursuit of them! this project is a paradigm that hasn’t existed before so we’re observing both the pregnancy and the birth here . . .

thank you for this, for reporting this.

stay close,

sammi

- Posted by Sammi Fredenburg

Hi!
I think is a great job what Paul Hewson is doing in Africa. I hope Bono President of Ireland! and a “fighter” 4 human rights in the world! From Argentina!!a shake hands!!!
Juan C. Maidana!
For freedom!, for Peace!! take action!!

- Posted by Mr Brightside

“Iconic branding companies” is mentioned here. Does this mean the Red campaign will only be targeting well-known brands? I want to approach the owners of the retail outlet i work for (they are South African) to see if they would be interested in joining. We are only an Australian/New Zealand group.

- Posted by Jean

…I once read that GAP employed child labour, does anyone know whether that’s true. If it is, do they still continue to do it?

- Posted by Ricoh

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