CUPERTINO, California – Apple turns red for the holidays as the California-based tech launches a two week campaign to help raise funds for treatment of AIDS and HIV around the world. The worldwide company worked with several app developers and partnered with the (RED) charity foundation.
The campaign started on Monday, November 24, and ranges from Apple’s app store, online store and retail locations. All proceeds will be donated to The Global Fund, which fights against HIV/AIDS as well as tuberculosis and malaria primarily in developing nations.
According to the World Health Organization, HIV/AIDS is the world’s leading infectious killer with an estimated of 39 million deaths of AIDS-related causes so far, including the 1.5 million infected in the last year.
HIV/AIDS remains one of the worlds most challenging and significant health efforts, particularly in low and middle-income countries. With recent advances in antiretroviral therapy, AIDS patients have reported to live longer and healthier lives. It has been confirmed that antiretroviral therapy actually prevents transmission of the disease.
The (RED) charity, also known as Product Red, was founded in 2006 by U2 lead singer and political activist, Bono, and Bobby Shriver of DATA. The licensed brand seeks to raise awareness and funds to help eradicate HIV/AIDS in Africa. The charity gives the campaign’s proceeds to The Global Fund for use in providing antiretroviral treatment to AIDS patients primarily in Africa.
Apple worked with several popular apps and games, including Angry Birds, Clash of Clans and Farmville, to customize their products with (RED)-tinged tweaks for the effort. The 25 top-selling app makers now sport the (RED) logo. Apple says that for every purchase of a participating app, 100 percent of the profit will be used to fight AIDS.
“For eight years, our customers have been helping fight AIDS in Africa by funding life-saving treatments, which are having a profoundly positive impact. This year we are launching our biggest fundraising push yet with the participation of Apple’s retail and online stores, and some of the brightest minds in the App Store are lending their talents to the effort as well,” Apple CEO Tim Cook said.
Apple has been working along side Bono’s (RED) charity for years having raised $75 million toward The Global Fund to fight the disease. In the last eight years alone, (RED) and its many partners have raised over $275 million for the fund.
In the spirit of giving, Apple decided to raise additional funds through the purchase of Apple products. On November 28, Apple gave buyers of select Apple products gift cards and will donate to The Global Fund. On December 1, World AIDS Day, Apple donated a portion of all purchases made in its retail outlets and online store to the campaign.
Over 6 million people receiving treatment are getting it with the support from The Global Fund that (RED) supports. Over a decade ago, only 300,000 people had access to the treatment. More AIDS patients have been added to treatment programs this last year than were newly infected. At the current trajectory of HIV/AIDS, the chances of controlling the disease and possibly eliminating it increases.
– Sandy Phan
Sources: RED, Apple, The Global Fund, WHO
Photo: Joy and Advertizing