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How U2's Bono And The Color Red Elevated Purpose In Business
By: Forbes
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Red is the color of blood. It’s historically been associated with sacrifice and courage. In the U.S. and Europe, red also represents passion, whereas in Asia, it symbolizes happiness and good fortune. Now because of Bono and Africa, the color red represents how business can stand for purpose beyond profit.


The (RED) project was created by Bono and Bobby Shriver in 2006.

Launched at the World Economic Forum, its purpose was to engage the private sector and its marketing prowess in order to raise funds for the fight against AIDS in Africa. On the back of a napkin, the duo outlined their idea for a unique union of brands and consumers. According to Wolff Olins, the plan had three goals:

1. Provide consumers with a choice that made giving effortless

2. Generate profits and a sense of purpose for partner companies

3. Create a source of sustainable income for the Global Fund to fund the fight against AIDS


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About the Author
This article originally appeared on Forbes.com. You'll find a link to the original after the post. www.forbes.com
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