(THE MISSION)

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The Mission of (RED)

(RED) is not a charity, (RED) is not a cause. (RED) is not a theory. (RED) is an ingenious idea that unites our incredible collective power as consumers with our innate urge to help others. (RED) is where virtue meets desire.

Each time you buy a (RED) product or service, at no extra cost to you, the company who makes that product will give up to fifty-percent of its profit to buy and distribute antiretroviral medicine to our brothers and sisters dying of AIDS n Africa.

Every dollar goes straight to Africa. Straight to the people who need it. Straight to keeping them alive so that they can go on taking care of their families and contribute socially and economically to their communities.

The most sought-after brands in the world have become (RED) partners. American Express, Apple, Converse, Dell, Emporio Armani, Gap, Hallmark, Microsoft and more recognize that (RED) is a business model that is right for their brands, their consumers of the world.

(RED) is an answer to an emergency. An answer that is working. Over 2.5 million people have been impacted in just two years.

Buy (RED), save lives. Itís as simple as that. (RED) Desire and virtue. Together at last.

from www.joinred.org