The (RED) campaign

I recently added a (RED) tag to our blog to show my support for the campaign, so I thought an explanation would be in order for those of you that have never heard of it. The following is the (RED) campaign manifesto:

ALL THINGS BEING EQUAL. THEY ARE NOT.

AS CONSUMERS, WE HAVE TREMENDOUS POWER.
WHAT WE COLLECTIVELY CHOOSE TO BUY OR NOT TO BUY,
CAN CHANGE THE COURSE OF LIFE AND HISTORY ON THIS PLANET.

(RED) IS THAT SIMPLE AN IDEA. AND THAT POWERFUL. NOW YOU HAVE A CHOICE.
THERE ARE (RED) PHONES, (RED) SHOES, (RED) MP3 PLAYER, (RED) FASHION BRANDS.
AND NO, THIS DOES NOT MEAN THEY ARE ALL RED IN COLOR, ALTHOUGH SOME ARE.

IF YOU BUY A (RED) PRODUCT, AT NO COST TO YOU
A (RED) COMPANY WILL GIVE UP TO HALF THEIR PROFITS TO BUY AND DISTRIBUTE
ANTI-RETROVIAL MEDICINE TO OUR BROTHERS AND SISTERS DYING OF AIDS IN AFRICA.

WE BELIEVE THAT WHEN CONSUMERS ARE OFFERED THIS CHOICE
AND THE PRODUCTS MEET THEIR NEEDS, THEY WILL CHOOSE (RED).
AND WHEN THEY CHOSE (RED) OVER NON-(RED), THEN MORE BRANDS WILL BECOME (RED)
BECAUSE IT WILL MAKE GOOD BUSINESS SENSE TO DO SO. AND MORE LIVES WILL BE SAVED.

(RED) IS NOT A CHARITY. IT IS SIMPLY A BUSINESS MODEL.
YOU BUY (RED) STUFF, WE GET THE MONEY, BUY THE PILLS AND DISTRIBUTE THEM.
THEY TAKE THE PILLS, STAY ALIVE AND CONTINUE TO TAKE CARE OF THEIR FAMILIES
AND CONTRIBUTE SOCIALLY AND ECONOMICALLY IN THEIR COMMUNITIES.

IF THEY DON’T GET THE PILLS, THEY DIE.
WE WANT THEM TO LIVE.
WE WANT TO GIVE THEM THE PILLS.
AND WE CAN. AND YOU CAN. AND IT’S EASY.

ALL YOU HAVE TO DO IS UPGRADE YOUR CHOICE.