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(RED) close to dead
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
Authored by Daniel P Dykes.
Traditionalist and futurist are two of the labels applied to Daniel, but he's in on the joke. When it comes to fashion he's a futurist, keeping a look out for new trends and designers, and using Fashionising.com as a driving force for change in the fashion world. He's a traditionalist with most everything else, but that's the Brit in him.
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