With World AIDS Day just one week away, Apple kicked off today its two-week (RED) campaign, involving both its online App Store and its brick-and-mortar outlets. The initiative marks another attempt on CEO Tim Cook’s part to raise AIDS awareness and get Apple’s partners involved in these efforts.
“We’ve been involved with (RED) from the beginning and have raised $75 million, but we were convinced there was an opportunity to get people to rediscover this cause,” said Apple senior vice president of software and services Eddy Cue in an interview with USA Today. “This time, it was about getting developers deeply involved. It couldn’t just be veneer.” The (RED) charity was started in 2006 with the help of U2 vocalist Bono, aiming to increase AIDS awareness and help eradicate the disease. Proceeds of the new initiative will go to The Global Fund, and primarily be devoted to antiretroviral medication to African AIDS victims.
Earlier in the year, Apple had 25 app developers offer custom variants of their products with (RED) branding, such as CSR Racing’s red Mercedes-Benz AMG GT and the (RED) soccer tournament on FIFA 15. The campaign covers all 25 (RED) apps and their corresponding in-app upgrades, and will include several other bonuses to customers. On Black Friday, November 28, customers buying select items will receive a (RED) gift card, and on December 1, which is World AIDS Day, Apple will donate a percentage of its sales from that day to The Global Fund.
Developer feedback to Apple’s initiative has been extremely positive, as shown on a new statement from EA Mobile executive vice president Frank Gibeau. “It’s inspired us to think about (charitable causes),” said Gibeau. “In the coming weeks, we’ll see how our customers respond (to the Apple campaign), and we’ll use that to see what we can do going forward.”