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(RED) close to dead
Written by Daniel P Dykes
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 sum 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 in this era of media saturation? 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?
Written: 19th April 2007 at 15.40
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Author
Written by Daniel P Dykes.
Traditionalist and futurist are two of the labels applied to Daniel, but he sees the two as being in perfect balance. With a keen eye on the future and his finger on the pulse he helps keep fashionisers everywhere ahead in the fashion stakes as Fashionising.com's lead fashion trend analyst. Believing that the late-2000s credit crisis will be ultimately good for fashion, Daniel sees a future for fashion where grounded in traditional values; where luxury fashion again comes to represent quality production as opposed to being solely label driven.
Currently based in Melbourne, Daniel is Fashionising.com's Editor in Chief and Chairman.