what makes a novel idea even more great? Is it because it’s viral? Because the product works? Because the advertising is great (rarely this one)? or is it because it combines a worthy cause with outstanding individuals and all-star corporations? I’d have to say the last one. Which is why I give complete kudos to the (RED) campaign and their efforts to thwart HIV/AIDS in Africa.
Firstly, the name and logo. (RED) is simple, vibrant, and speaks a thousand words in light of being only three letters. It makes people ask questions. It turns people’s heads sideways like my dog always does when I talk to her. This logo talks to us each differently and clearly; something many other logos do, and many other logos should think about doing.
Secondly, the players. Bono has been in the HIV/AIDS limelight since I can remember. His power as a cultural icon and public figure supersedes most other attempts at creating a voice for a worldly cause. His stance is strong. His reach is far. And his ability to influence the masses is great. Bono… Kudos to you. I’ll say it aloud. If there was one person I’d want to have a conversation with, dead or alive, it would be him.
And what about the other players; the mighty corporations, with a capital C. My buddy D.P. and I had a brief battle over the REAL reasons companies like these get involved with causes such as (RED). Are they really in it to help? Or is it simply a well-thought-out tactic at boosting sales? My thoughts are that if someone was in the market for a new cell phone or iPod or t-shirt, they might think twice about what brand they buy. Each of these brands: Motorola, GAP, Armani, American Express, and Converse, have offered a buyer the opportunity to support the cause. The mere fact that they are speaking out is tantamount to never speaking at all and the realization that they might increase sales because others want to contribute is thank-you enough for the opportunity to do so.
The word is spreading, and spreading for a reason. Mediums are paramount when thinking about the message. Here, (RED) is capitalizing on a wonderful facet of communications mediums that have formulated viralocity beyond the speed of the Star Trek Enterprise. The (RED) blog, Social networking websites (Flickr, myspace), T.V., Oprah, and even Google (on their homepage of all places!) are all being used to spread the word (and probably more than I know of). Now that is an all-star lineup!
Visit joinRED website and see it all for yourself. And for all those marketers out there, take note of the factors that have created such an amazing campaign. We can all learn something about creating a meaningful message through this initiative, and we can all contribute to the message through our own acts of initiation.
dw
