The Problem: More than 37 million people around the world are living with HIV, with the cost of life saving medication often prohibitive for those in need. Apple created the (RED) initiative in 2006 and has, over the past 11 years, helped provide the equivalent of 475 million days of medication.
The Approach: Today, December 1st, is World AIDS Day, and each year Apple promotes their (RED) program through the use of eye-catching red logos (which stand in stark contrast to the brand’s usual white on white aesthetic), limited edition products, and partnerships. In an official statement, Apple vice president of Environment, Policy, and Social Initiatives Lisa Jackson said “Connecting through our products and services helps make it easy for our customers to join us in the effort to create the first AIDS-free generation. By working with (RED) to stop the transmission of HIV from moms to their unborn babies, we’re already seeing a significant impact in areas where help is needed most. We’re committed to continuing the fight and empowering future generations through these vital efforts.” To honor the day, Apple’s App Store will feature a (RED) takeover of the Today tab, and more than 400 Apple Stores worldwide will change their logo to red.
The Feel Good: This year, Apple has extra reason to celebrate – the Global Fund has raised over $500 million to date, and are coming off a record year of giving. In 2017 alone, their efforts have raised over $30 million.