LABEL RED falls into this category.

Having said that, however, I think in the long run the Red product plan is worth a try. Why? Because in the end, does it matter if money gets to Africa because people spent time shopping at the mall? Heck, does it matter if the hypothetical ‘people’ in question are as greedy, spoiled, and materialistic as people can be? Will people getting HIV medication in Africa be turning it down because it came from something less than 100% idealistic? I think not.

A lot of the criticism seems to stem from “will they REALLY donate that money” type arguments. If there is any evidence that this isn’t happening, I will be the first to criticize these companies. Until then, though, it seems a little unfair to bash a novel money-raising effort on hypotheticals about what we think someone might do. Like it or not, we live in a consumer nation. Should we wait until that changes, or deal with the reality of the situation and use it to help people?

I fit your first category: I “hate our consumer driven system” and I see this article as a small part of what I can do to work on changing it. My deconstruction of this scheme is indicative of a broader point, as I’ve written about in follow-ups: that corporate culture and the making of a better world are fundamentally incompatible. I think this broader point needs to be made more, not less, and in as many different ways as possible. I think it’s important to point out the various ways that AmEx plans to profit from this campaign, just in case they’d passed anyone by.

I agree that negativity alone helps no-one, but I also believe that positive action *and* incisive criticism are necessary parts of a broader movement to better the world. I’ve observed at times an understandable but in my view incorrect aversion to “negativity” in change-work; for me if we don’t strongly criticise this brutal sadistic culture *as well as* look to make a positive difference, our efforts will be in vain. YMMV.

(PS in the spirit of good faith, I’ll imagine that your rant is directed at an imagined group of people who complain just to feel better and feel no compulsion to do anything else – or perhaps a real group you’ve experienced in your life. Next time, it might be a good idea to determine whether your rant applies to the audience you are ranting at before you let off steam).

This campaign is not for those who volunteer their time/money and are deeply socially involved. (Buying a shirt does not make you socially involved). It is for the majority who are happy living the lives they’ve been dealt and will buy the damn Gap shirt/I-pod regardless of who is dying. Those that really feel compelled to help are actively trying to do something, and will continue to with or without this “red” endeavor.

I think it’s great that someone has figured out how to use these consumers (I include myself) even if it is a small percent! Why do you care what the percent is? What is it to you; how does that affect your life? If they did nothing you wouldn’t have batted an eye; you wouldn’t even think to stand on a soapbox. It’s a business; they will use advertising and this exposure to their advantage. Are you still shocked?

Maybe, I’m a skeptic when it comes to human nature, but I don’t believe that the Red campaign is going to truly motivate and influence those who normally don’t think or reach out beyond of the realm of themselves, to sell all they have and give their money and lives to helping the poor/sick even in their own country. (Whew… that was a long sentence; go ahead and take a breather.) Oh, don’t even get me started on the “we need to take care of our own children first” argument. I’ve yet to met anyone who has used this argument who was actually involved in taking care of our “own children”. Doesn’t that always seem to be the case? And once again I roll my eyes.

This effort reaches people who will buy a red product while perusing through the mall simply because it was cute (well, and it’s cool thing to do now) and move on to Starbucks. Even those who feel like their making an impact may only make an impact in this way…THEIR ENTIRE LIVES! Don’t act surprised; I’ve met these people, and so have you. Their future decisions/accomplishments will not be held back because they bought a t-shirt once that went to charity and that should be enough. Either people want to be involved or they don’t.

What I think is just worse and horribly distasteful, are those who sit around and bitch about the horrors of our consumer driven system and all the conspiracies behind it, but do nothing, and have no intention of actually doing anything but bitch!

Funny, it’s actually all the same to me.

Someone buys a T-shirt (maybe a few) and feels like he made a difference and his conscious is clear, so then he stops there.

Someone else boycotts the endeavor because the system for giving isn’t perfect or enough, bitches about it, ridicules those who buy into it, and then goes on with his life with a good conscious (or at least a stance) because he wasn’t fooled.

But, then neither feel an individual responsibility to do more, or sacrifice anything for those that suffer. And this goes way beyond giving to Africa.

If you hate our consumer driven system, then work on changing it.

If you don’t believe it can ever change, then figure out how to use that fact to your advantage in order to help others; we do every day to help ourselves. Hence, the “Red” campaign, even with its little percentages.

If you have no intention of making an impact in anyway and just want to “get yours” oh and stand on your soapbox and bitch to feel better…well, I shouldn’t finish that. I’ve already said, “bitch” enough.

All this to say…if you believe in helping Africa then figure out your roll and be at peace with it. You don’t actually have to be a peace or agree with how everyone gives his or her time/money. I know it’s a new concept…take your time. We were not made to do everything. Each of us has a specific calling that we need to fill. So fill it!

*DISCLAIMER
The American Express ads are shameful in so many ways! Are we really that sex consumed that it’s found its way into a saving lives campaign. Though, if dying aids victims were on the ad people would have something to say about exploitation and guilt driven images. We really have issues.

Oh, and forgive me for bitching? J

~I’m going to Kenya in 6 weeks to visit Nairobi where native Kenyans are starting an orphanage and need help on the fund raising end of it. It’s time to find my place in all of this. If I even have one I may not, but I’m willing to make mistakes and give myself plenty of room to figure it out. It’s more important that I know my calling in life, than it is for others to tell me what that is. Just… make sure you do the same for yourself with or without “red products”.

haven’t visited for a while and I’m very glad I did today. Agree wholeheartedly.

To Reinspired… what an idea…I am there.

I love this comment.

To see more tangible examples of raising awareness without putting more money in the pockets of the multinationals, please check out some of our initiatives at reinspired.blogspot.com

We have suggested a few ways of participating in red without directly supporting sweatshop labor/civil war/etc.

Basically, the “red” companies are telling us that they know people are dying of AIDS because they lack the drugs they need to fight the disease, that they have the money to buy the drugs and that they won’t take action unless we first buy their overpriced products. The money for the drugs is coming from the consumers, and the companies are racking up sales while polishing their reputations.

The AIDS pandemic is being crassly exploited to make a buck, quite simply. The glossy advertising campaign, to me, is obscene. Don’t get me wrong. I want AIDS patients everywhere to get antiretroviral drugs by any means necessary, but as an African, I am offended by this campaign.

This is off the point but since he brought it up, I can’t help but be a little irked at the comment from Drewyd about how Africans’ stupidity is partly to blame for the high infection rates in some parts of the continent. It’s not stupidity; it is ignorance and yes, perhaps some gullibility. Some African scammers are gullible, not unlike their targets in the West who continue to fall for the scams because their greed exceeds their common sense. But when we’re talking of treatment, what does it matter who is to blame for the epidemic?

For Russ, who asked for an alternative to Product Red, there are many. A relatively painless one would be to buy a (recycled) ipod off gumtree and donate the savings directly to the Global Fund or a charity of your choice.

I am writing a Global Studies paper on your exact arguments. This is all just a big marketing scheme. I have emailed the publicist for the red campaing as well as the Global Fund. The first time I saw a commercial for the red line, I was astonished at how they use the deaths of these people to market their own companies. Great article.