AdAge has created a big controversy regarding Bono‘s (RED) campaign. They say that the campaign isn’t working and huge amounts of money have been wasted on the marketing of it.
(RED) CEO Bobby Shriver fights back saying that the $18 million raised so far (number soon to be updated $25 million) is an incredible number, “five times the amount given to the Global Fund by the private sector in four years.”
As for the marketing money spent, Shriver argues that the money would have been spent anyway by companies marketing their products – it just wouldn’t have had the (RED) message.
I’m siding with Shriver on this one. What I think Advertising Age is having trouble with is that (RED) is not a non-profit venture. It is a social venture that is meant to profit both the selling company and the charity.
Via – Gawker