Galvanizing American consumers to fight health injustice through their brand choices.

(RED) was founded by Bobby Shriver and Bono in 2006 to use consumers’ brand preferences to raise money to fight the spread of HIV. As that pandemic receded, (RED) needed to find new relevance with a younger generation. Our answer was to recapture the punk energy it had at launch. Instead of focusing on a single disease, we invited a new generation concerned about global equality to ‘fight health injustice’ through the brands they bought. The world’s biggest killer isn’t a disease, it’s health injustice, and by choosing (RED), that new generation are saving lives.