Apple goes RED, campaigns against AIDS

Apple goes RED, campaigns against AIDS

The campaign will donate a part of almost every purchase customers make with Apple to the (RED) charity.

Beginning Black Friday, Apple will launch a massive, two-week campaign to fight AIDS in Africa. Encompassing its app store, online store, and retail locations, the campaign will donate a part of almost every purchase customers make with Apple to the (RED) charity.

Started by U2’s Bono in 2006, (RED) uses The Global Fund to provide antiretroviral treatment to HIV and AIDS sufferers primarily in Africa.

“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,” Eddy Cue, Apple’s senior vice president of software and services, told USA TODAY. “This time, it was about getting developers deeply involved. It couldn’t just be veneer.”

When the campaign commences on November 28, customers who purchase select Apple products will receive a special iTunes Gift Card to use toward anything at the iTunes Store, with Apple automatically making a donation to the Global Fund. On the following Monday, World AIDS Day, Apple will contribute a portion of the proceeds from every product or gift card it sells to the Global Fund to fight AIDS.

And to top that all off, from today through December 7, 25 of the most popular app designers in the app store have modified their apps to help promote the fight against AIDS. The full list of participating apps can  be found over at USA TODAY, but it definitely includes some major heavyweights, like Angry Birds, FIFA 15, and Farmville 2.

“Every time you purchase a (PRODUCT)RED participating app or In-App Purchase item, 100% of the proceeds go to the Global Fund to fight AIDS,” Apple says on its campaign site. “So create a song. Try out a new recipe. Get to the next level. You’ll be doing your part to support (RED).”

 

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