It attracted big name from the fashion and entertainment industries, there were tie in products from iPods to Roland Mouret clothing, but its end can't be far off.

Despite the noblest of efforts on the parts of many involved, the (RED) campaign to distribute medicine in Africa has managed to raise only $18 million. Yes, that's a tidy some but not when you've spent close to $100 million promoting the campaign itself.

So we're left wondering a few things. How much is celebrity endorsement really worth? How much profit was actually heading to Africa? And how can spending $100 million on branding be justified, when they could have simply spent that money on the medicine itself?

I can't see how that's justified at all... spending $100 million on marketing??? Come on!

That is not good at all! That really makes me mad! I'm part of the ONE campaign and, in hearing about this RED, I hope they aren't doing the same!