Feeds

Doubts raised over Motorola, Apple AIDS charity campaign

$82m in the Red

High performance access to file storage

The enormous marketing assault mounted by companies involved in the celebrity-backed Red campaign against AIDS has raised questions over whether it is effort best spent.

According to Advertising Age, as much as $100m splurged on advertising Red products by Gap, Motorola and Apple has returned just $18m to the Global Fund.

The Global Fund's head of private sector partnerships Rajesh Anandan said: "Red has done as much as we could have hoped for in the short time it has been up and running. The launch cost of this kind of campaign is going to be hugely frontloaded. It's a very costly exercise."

The magazine reports the spend-to-give ratio has caught the eye of non-profit watchdogs. Charity Navigator president Terence Stamp said: "The Red campaign can be a good start or it can be a colossal waste of money, and it all depends on whether this edgy, innovative campaign inspires young people to be better citizens or just gives them an excuse to feel good about themselves while they buy an overpriced item they don't really need."

A group of San Francisco artists have taken issue with the consumer-friendly campaign and set up the site buylesscrap.org, which encourages people to give directly to the Global Fund, rather than accepting the "notion that shopping is a reasonable response to human suffering." ®

Combat fraud and increase customer satisfaction

More from The Register

next story
Leaked pics show EMBIGGENED iPhone 6 screen
Fat-fingered fanbois rejoice over Chinternet snaps
WTF happened to Pac-Man?
In his thirties and still afraid of ghosts
Rounded corners? Pah! Amazon's '3D phone has eye-tracking tech'
Now THAT'S what we call a proper new feature
Zucker punched: Google gobbles Facebook-wooed Titan Aerospace
Up, up and away in my beautiful balloon flying broadband-bot
US mobile firms cave on kill switch, agree to install anti-theft code
Slow and kludgy rollout will protect corporate profits
Happy 25th birthday, Game Boy!
Monochrome handset ushered in modern mobile gaming era
Leaked photos may indicate slimmer next-generation iPad
Will iPad Air evolve into iPad Helium?
True optical zoom coming to HTC smartphone cameras
Time to ditch that heavy DSLR? Maybe in a year, year and a half
Report: Apple seeking to raise iPhone 6 price by a HUNDRED BUCKS
'Well, that 5c experiment didn't go so well – let's try the other direction'
prev story

Whitepapers

Mainstay ROI - Does application security pay?
In this whitepaper learn how you and your enterprise might benefit from better software security.
Combat fraud and increase customer satisfaction
Based on their experience using HP ArcSight Enterprise Security Manager for IT security operations, Finansbank moved to HP ArcSight ESM for fraud management.
The benefits of software based PBX
Why you should break free from your proprietary PBX and how to leverage your existing server hardware.
Top three mobile application threats
Learn about three of the top mobile application security threats facing businesses today and recommendations on how to mitigate the risk.
3 Big data security analytics techniques
Applying these Big Data security analytics techniques can help you make your business safer by detecting attacks early, before significant damage is done.