The LA Times reports that Bono has come up with another innovative approach to raise money for global health:
Last week in Davos, Switzerland, the U2 frontman and anti-poverty activist used the occasion of the World Economic Forum, an annual gathering of the global business and political elite, to announce a remarkable new product line. The Gap, Converse, Giorgio Armani and American Express have agreed to offer products under the Red brand, with a share of the proceeds going to the Global Fund to Fight AIDS, Tuberculosis and Malaria.
Red products will include shoes, T-shirts, sunglasses and credit cards — and yes, most will be red (although apparently some of the gear will be available in other colors).
Certainly it’s easier for someone like Bono to convince major companies to come on board with a venture like this. But think about whether you might be able to team up with a local business or smaller-scale company to spread your message through the products they sell. Be creative and show the company how they will benefit by being part of your campaign.
As Bono asked last week: If you’re trying to decide between two pairs of jeans, and buying one could help save somebody’s life, while buying the other wouldn’t, which would you choose?
Nedra helps nonprofits and public agencies create positive change on health and social issues through social marketing and transmedia storytelling strategies at Weinreich Communications since founding the company in 1995. She helps organizations make a difference for the populations they serve by strategically designing programs that draw on state-of-the-art behavior change techniques, digital media approaches and the power of stories. 
