By Elizabeth Willoughby on
When Brad Pitt does commercials, it is mostly for markets other than the US. But now he is featuring in a homegrown commercial for DELL, in order to join other stars in contributing to Bono's (RED) campaign.
The highly anticipated DELL computer commercial will be aired during the 2008 Super Bowl in February, and Pitt will donate his entire earnings from it to (RED).
Already in the line up to support (RED) is Joss Stone, who contributed the profits from iTune sales of her video, “Tell Me What We’re Gonna Do Now”, to the initiative. Just ahead of Christmas, Julia Roberts added red leather bracelets she designed with her husband to (RED)‘s product line. Also last month, The Killers donated all proceeds from their Christmas song, "Don’t Shoot Me Santa":http://www.looktothestars.org/news/441-charity-gift-ideas-for-christmas, to the campaign.
(RED) was founded in 2006 by Bono and Bobby Shriver as a product brand to be used by the private sector to generate steady and sustainable corporate funding for charitable initiatives. Consumers simply choose from lines of (PRODUCT) RED clothing, accessories, watches, jewellery, eye wear, and fragrances, and a portion of the profits go toward Global Fund grants to benefit the health of women and children in Africa. Purchases of (RED) products have generated over $50 million for the Global Fund in only 20 months.
In Rwanda, Swaziland, and Ghana, (RED) money has financed the setting up of health centers, training for doctors and nurses in antiretroviral therapy, programs to reduce mother-to-child transmission of HIV/AIDS, and education on HIV/AIDS prevention.
“Philanthropy is like hippy music, holding hands,” Bono told Forbes Magazine. “(RED) is more like punk rock, hip hop, this should feel like hard commerce.”
Copyright © 2008 Look to the Stars
