13:17, 19 June 2026
Words by Cheyanne Bryan, Editorial and Campaign Marketing Executive, London
In 2006, Bono, the lead singer of U2, and social entrepreneur Bobby Shriver co-founded (RED), a charitable initiative designed to combat HIV/AIDS and support global health programmes. Rather than relying solely on traditional fundraising, the pair created an innovative model that encourages businesses and consumers to contribute through branded products and partnerships. The initiative was launched at the World Economic Forum in Davos and quickly attracted support from major international brands.
According to the official (RED) organisation, the charity was established to create a sustainable flow of private-sector funding for the Global Fund, one of the world’s largest financiers of programmes tackling HIV/AIDS, tuberculosis and malaria.
Bono has spent decades campaigning on issues including poverty reduction, debt relief and access to healthcare. Alongside Bobby Shriver, he helped establish organisations such as DATA and the ONE Campaign, both of which advocate for greater international support for developing nations.
His philanthropic work has focused heavily on improving health outcomes in Africa and increasing public awareness of preventable diseases. Through lobbying governments, international institutions and business leaders, Bono has sought to combine activism with practical solutions that can deliver measurable results.
Bobby Shriver, a member of the Kennedy family and a long-time advocate for humanitarian causes, has played a central role in shaping (RED)’s mission. Before co-founding (RED), he was involved in charitable initiatives including the Special Olympics and campaigns aimed at improving social equality and healthcare access.
Shriver’s vision for (RED) was to create a model where businesses could become active partners in philanthropy, generating substantial funds while also raising awareness of global health challenges.
Over nearly two decades, (RED) has become one of the most successful corporate-philanthropy initiatives in the world. The organisation reports that it has generated hundreds of millions of dollars for the Global Fund, supporting life-saving testing, treatment and care programmes in communities affected by HIV/AIDS and other health crises.
The legacy of Bono and Bobby Shriver demonstrates how philanthropy can evolve beyond traditional donations, bringing together consumers, businesses and charities to address some of the world’s most pressing health challenges.
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.
