Irish Musician Bono To Launch Product RED in U.S. on ‘Oprah Winfrey Show’
Irish musician Bono on Thursday is scheduled to film the U.S. launch of Product RED -- a project created by Bono and Bobby Shriver that aims to raise money for the Global Fund To Fight AIDS, Tuberculosis and Malaria by donating a portion of profits from a range of branded products -- on the nationally syndicated "Oprah Winfrey Show," USA Today reports (Sternberg, USA Today, 10/12). American Express, Converse, Giorgio Armani and Gap were the initial partners in the program -- which was launched in January in the United Kingdom -- and are distributing credit cards and selling tennis shoes, sunglasses and T-shirts, respectively, carrying the Product RED label. The four partner companies have committed to the brand for five years and have pledged to give an average of 40% of profits from the products to the Global Fund. London's Independent in May announced that it would become the first media outlet to sign on as a partner in the project. In addition, Motorola in May announced that it will partner with Product RED. According to Global Fund Executive Director Richard Feachem, Product RED has raised more than $10 million in the U.K. from February through September. The funds generated from U.K. sales will be allocated to HIV testing and treatment services for HIV-positive women and children living in Rwanda and to supporting AIDS orphans in Swaziland, he said. Feachem on Friday announced that Product RED plans to partner with five additional corporations in the next few weeks (Kaiser Daily HIV/AIDS Report, 10/6). Bono, Winfrey and other celebrities on Thursday plan to shop in downtown Chicago in an effort to enlist consumers, USA Today reports. According to Leslie Dance, vice president of marketing for Motorola, celebrities ---- including Penelope Cruz, Jennifer Garner, Chris Rock, Maria Shriver and Steven Spielberg -- will promote and represent various Product RED goods. The Product RED launch program will air on Friday (USA Today, 10/12).This is part of the KHN Morning Briefing, a summary of health policy coverage from major news organizations. Sign up for an email subscription.