To mark the 10th anniversary of Red and The One Campaign, another Bono-founded nonprofit, the U2 frontman and his bandmate The Edge will perform Dec. 1 at Carnegie Hall at the “It Seems Impossible Until It’s Done” event. Miley Cyrus, Jessie J, Hozier and the Congolese Choir of the Kimbanguist Symphony Orchestra from Kinshasa are lined up for the private benefit, as are Vice President Joe Biden, musician D’banj, Stephen Colbert and Trevor Noah of “The Daily Show.” The event will honor former New York Mayor Michael Bloomberg, Bill and Melinda Gates, Sudanese-British mobile communications entrepreneur Mo Ibrahim and Nigerian economist Ngozi Okonjo-Iweala.
And starting Dec. 1, Gilt shoppers will find 100 Red products including limited-edition T-shirts designed by Magic Johnson’s son EJ, a special bouquet from Christina Stembel’s Farmgirl Flowers, and a tote bag by “Love Me” artist Curtis Kulig. Red chief executive officer Deborah Dugan described the partnership as “a call to action to buy Red products on Gilt.” For what is being billed as “Giving Tuesday,” Gilt will offer Red products from Alessi, Converse, LeCreuset, Fatboy, Fresh, Moleskine, Mophie, Alex and Ani, Dyson and other brands from Dec. 1 to Dec. 15. During that time, The Bill and Melinda Gates Foundation will match each dollar spent on Red products up to $20 million.
In addition, the new Red collection from Gap, featuring T-shirts, jean jackets and onesies will be sold via Gilt Groupe and Gap’s site. As Red’s founding apparel partner, Gap plans to announce a $1 million commitment to fighting AIDS. A $25 Kulig-designed T-shirt is among the one-offs being sold on Red’s site now. Shoppers there will also find a $20 Girl’s limited-edition Mike Carroll and Kenny Anderson T-shirt and $199 Beats by Dre Solo2 headphones for $199, the purchase of which could provide 17 days of medication for AIDS patients. Red is making a more concerted effort to spread the word about its World AIDS Day efforts through Snapchat, Instagram and other outlets “to be all over social media,” Dugan said.
In the past 30 years, 39 million people have died from AIDS, which can now be treated for as little as 30 cents a day. To date, Red has raised $324 million to help provide a sustainable flow of money from the private sector to fight AIDS.
Red’s efforts will also include the chance to win one-of-a-kind experiences with Kim Kardashian and other notables via an Omaze sweepstakes. And through eBay’s “Brunch With the Brains” initiative, consumers will be able to bid for the chance for some one-on-one time with Twitter cofounder Jack Dorsey and WME/IMG’s Ari Emanuel, Coca-Cola’s Muhtar Kent, Alessi’s Alessandro Mendini and other business leaders.
Bono’s humanitarian efforts will also be featured in Vice’s special report “Countdown to Zero,” which will air on HBO, also on Dec. 1. Hosted by Vice founders and correspondents Shane Smith and Suroosh Alvi, the program explores the search for a cure and preventative vaccine that could lead to the first AIDS-free generation in decades. Smith sits down with former president George W. Bush to discuss the success of the U.S.-led PEPFAR — President’s Emergency Plan for AIDS Relief — initiative. And Alvi traveled to Rwanda with Bono to see PEPFAR in action. A casual screening will be held for the public in Lincoln Center’s Atrium on Dec. 2.
Vice Media has also coproduced the monthlong Red Shopathon, which kicks off on “Jimmy Kimmel Live” on Dec. 1. With the help of Olivia Wilde, the late-night host will offer a comedic take on home shopping. The program will include appearances by Bono and Matt Damon, a musical performance by The Killers, and glimpses of Tom Brady and Shaquille O’Neal to raise money to fight AIDS.
Red’s director of external relations Luisa Engel said, “Approximately 37 million people are living with HIV, and about 25 million of them are living in Africa. There’s a lot of work to be done, but it’s incredible that 15 million people are now in treatment.”