avin narasimhan

often rambling, but hopefully always interesting

Posts tagged (RED)

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Write The Future: (RED), Nike, And The End Of Aids

Incredible new work from Nike Football and (RED). Mentioned here a few times before that I had the opportunity to work with the folks at (RED) during my time at Modernista, and even though I’ve since moved on from the agency, it’s a brand and a social mission I’m happy to support and look forward to seeing more momentum from. Good to see a major push of this scale to get more people involved in the effort and working towards the larger goal of ending AIDS. A tall order to be sure, but doesn’t mean people should ever stop trying to reach it.

Congrats to all involved, very well done. Can’t wait to see what else is involved in the effort soon.

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Filed under (RED) drogba endAIDS joinred nikefootball productred writethefuture

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Turning (RED) on World Aids Day

I try not to shill too much for M! here, but every once in a while I feel the need to break that unwritten rule for something I feel particularly strongly about. As some of you know, one of the pieces of business I work on is (RED), the initiative started by Bono in 2006 to fight HIV/AIDS in Africa. We’ve done a lot of great work with them in the past few years (most recently launching the concert series RED Nights), and enjoyed an incredible partnership.

(RED) is a constant reminder for all of us here who work on it how our industry can truly do some good in the world. Haters aside who may say we could be spending the money on something other than marketing, this is not another fly by night cause, but rather a movement that is truly taking hold and having a positive impact on the world. I hope that impact continues to grow and brings more and more people into the (RED) idea in the years to come.

See and download the full gallery on posterous


Reason I’m taking a moment to point this out today is that World AIDS Day is a landmark event for this movement, one that will hopefully bring many more people in to help in the fight. And this year, even more so than in years past, the holiday season as a whole, starting today, is going to be huge for (RED). First and foremost, Nike announced this week that it is joining the band of ambitious and progressive brands already enlisted in the (RED) nation, making (RED) a truly global initiative that can potentially reach farther than ever before. Further, some of the largest social nets and various sites across the web are turning (RED) today to show their support, and already the response has been tremendous. As I write this, 4 of the top trending topics on twitter are related to red and World Aids Day. This is the time of year when the impact of (RED) could be potentially be bigger than at any other point, and a time when hopefully more people than ever who are living with HIV/AIDS in Africa will get the medicine they need.

I’ll finish with one last bit of shameless promotion— the lazarus effect is a great way to get familiar with the real impact (RED) is having on the ground in Africa, and hopefully a compelling invitation to get involved and join up if you haven’t already.

</object> Would love to hear from you about what you think of (RED), 3 years after it started. Whether you like it, hate it, what you may want to change about it, or if you haven’t gotten involved what might get you to do so. Sound off…

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Filed under (RED) africa AIDS community cultures HIV productred socialweb whatsnext worldaidsday youthquake