11:20, 17 June 2026
Words by Cheyanne Bryan, Editorial and Campaign Marketing Executive, London
If you have been following along with our content, you already know we’re highlighting (RED) for the whole of Pride Month. The charity, founded by U2’s Bono and activist Bobby Shriver twenty years ago in 2006 raises vital funds for tackling AIDS and HIV.
But how much do you know about them and their work? We have gathered 9 lesser known facts about (RED) so you can get to know them and their impact better.
Here are 9 lesser-known facts about how (RED) works and its impact:
This may be a big one to start with but it’s essential to know. Unlike most charities that we are used to covering (RED) does not collect donations directly from the public to distribute. Instead as a not-for-profit business, it holds a licensed trademark that makes money through corporate partnerships, encouraging companies to donate up to 50% of profits from specific products.
All the profits they make gets funnelled into the Global Fund to help treat and build preventative infrastructure against AIDS, HIV, tuberculosis and malaria.
Before (RED) was established, businesses had contributed a combined total of just $5 million to the Global Fund over its first four years. (RED) was created specifically to kickstart a sustainable flow of private sector money.
Together, (RED) and its partners have generated over $800 million for the Global Fund, helping more than 300 million people access life-saving healthcare, testing, and treatment in sub-Saharan Africa.
This most likely is how many of us were first introduced to (RED) as they were amongst the first roll out of (PRODUCT)RED brands. While the first (RED) iPhone came out in 2017 to mark their decade long partnership, many other accessories were released prior, with the first device being the iconic (RED) iPod Nano in 2006.
Apple alone raised and contributed nearly $270 million for the Global Fund, which accounted for roughly a third of all (RED) fundraising. They have also worked with other well known brands such as FIAT, Gap, Converse and MAC Cosmetics.
Just as many brands have been able to score collaborations with (RED), the not-for-profit has lent into their founders’ connections and relied on star power in their campaigning efforts. From Steve Jobs to Oprah Winfrey, Lady Gaga, and Hugh Jackman, numerous A-listers have lent their voice to (RED) advertising and promotions.
While initially formed with the singular goal of fighting HIV/AIDS in developing nations, (RED) has expanded its scope to fight the injustices that enable health pandemics to thrive, including directing funding towards research and response efforts for COVID-19.
Bono has openly admitted that (RED) was not designed for traditional altruists who already donate to standard charities. Instead, he explicitly designed the model to target "cynical consumers" who would otherwise never write a check to a global aid organisation, but would willingly choose a red version of a high-end product they were already planning to buy.
The concept was shared to the world's elite during the World Economic Forum in Davos, Switzerland, aiming from day one to merge consumerism with corporate social responsibility (CSR). This annual event is frequented by many high profile leaders from politics, academia and the third sector to collaborate and work together on global problems.
The Inaugural (RED) Auction in 2008 was hosted with none other than the famous Sotheby’s in New York and was a joint effort between Bono and artist Damien Hirst to challenge the world's top contemporary creators to donate red-themed, museum-quality works. Ultimately, the evening achieved a historic total of $42.6 million, with Damien Hirst's personal donations alone accounting for over $17 million and seventeen different artists breaking their individual auction records.
The second installment, held in November 2013, shifted the spotlight from traditional fine art to a celebration of industrial design and commercial innovation. Curated by Apple’s legendary chief design officer Sir Jony Ive and iconic designer Marc Newson, the auction featured customised, one-off masterpieces that drew fierce interest from both traditional art collectors and technology enthusiasts. The event raised a spectacular $26.2 million, driven by sales including a bespoke aluminum desk that fetched $1.68 million, a solid rose gold set of Apple EarPods, and a unique Leica digital camera that sold for a staggering $1.8 million.
The third and latest (RED) auction took place in December 2018 at the Moore Building during Art Basel Miami Beach, co-curated by American artist Theaster Gates and British-Ghanaian architect Sir David Adjaye under the central theme of "light" and space. This iteration beautifully fused contemporary art with architecture, drawing a global elite to bid on striking works by heavyweights like Ai Weiwei and Jenny Saville. The live auction generated $5.5 million, which was doubled to over $10 million through matching funds from the Bill & Melinda Gates Foundation, led by the $807,000 sale of Gates' own fire-hose tapestry and a stunning ring carved entirely from a single diamond.
You can get a short rundown of what went into one of (RED) auctions on Sotheby’s.
While (RED) operates independently, it’s not a standalone corporate island. (RED) is structured as a division of The ONE Campaign, the anti-poverty advocacy organisation co-founded by Bono.
At Smiley Movement, we like to elevate the work of charities across the world. Here are three charities whose causes align with the themes in this article.
(RED). This is a branding initiative that partners with iconic global brands, directing a portion of profits straight to the Global Fund to to finance life-saving HIV/AIDS programs. Learn more here.
Global Fund. This is a massive international partnership that mobilises and invests over $5 billion annually to end the HIV, tuberculosis, and malaria epidemics. Discover their work here.
The ONE Campaign. This nonprofit uses a global, nonpartisan advocacy fueled by data-driven grassroots activism to end extreme poverty and preventable diseases. They pressure political leaders in world capitals to pass smart policies, fight corruption, and secure government funding for international healthcare and economic development. Find out more here.
