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Saturday, October 15, 2011

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Susan Smith Ellis was named CEO in June 2007. Each partner company creates a product with the Product Red logo. In return for the opportunity to increase its own revenue through the Product Red products that it sells, a percentage of the profit is given to the Global Fund.

Created in 2002, the Global Fund to Fight AIDS, Tuberculosis and Malaria supports large-scale prevention, treatment and care programs for these three infectious diseases. Today, a quarter of all international funding for HIV/AIDS-related programs, over half for tuberculosis, and almost three-quarters for malaria worldwide comes from The Global Fund. The concept of "performance-based funding" is central to the organization and only those grant recipients who can demonstrate measurable and effective results from the monies received will be able to receive additional financing. 100% of the funds generated by (RED) partners and events goes to Global Fund programs that provide medical care and support services for people affected by HIV/AIDS in Africa. No overhead is taken by either (RED) or the Global Fund. (RED) is the largest private sector donor to the Global Fund, and has generated over $150 million for HIV/AIDS programs in Africa.

(RED) was designed to provide a scalable and sustainable flow of funds to the Global Fund. By 2011, it had generated $170 million to support Global Fund financed AIDS grants. These grants have reached more than 7.5 million people in Ghana, Lesotho, Rwanda, South Africa, Swaziland and Zambia.

Product Red has been criticized for not having an impact proportional to the advertising investment, for being much less efficient than direct charitable contribution, and for having a lack of transparency with regards to the amount of money going to charity as a percentage of every purchase. Some critics argue that a retail middleman between donor and charity is unnecessary; donors should just give. Another critique is that Product Red's expansion into traditional fundraising techniques, such as art auctions, undermines its claim to be a different and more sustainable approach to raising money for AIDS. Other critics have pointed out that its emphasis on funding treatment for AIDS sufferers meant that large amounts of the money will ultimately end up with pharmaceutical companies "unwilling to distribute their drugs for free". Many accuse the campaign of profiting by using diseases as a marketing vehicle, for being "cause branding" rather than corporate social responsibility. In the Stanford Social Innovation Review, Mark Rosenman wrote that it was an "example of the corporate world aligning its operations with its central purpose of increasing shareholder profit, except this time it is being cloaked in the patina of philanthropy."