Gap celebrates one-year Anniversary of (Product) Red campaign starring celebrities like Anne Hathaway
Retail giant Gap is celebrating the one-year anniversary of the global launch of (Product) Red, their campaign to help stop the AIDS epidemic in Africa. On Friday, Gap stores and Gap.com introduced the 2 Weeks T-shirt, a limited-edition shirt. The idea behind the campaign is that the proceeds from the sale of one shirt are equivalent to the cost of antiretroviral medication for an African afflicted with AIDS for two weeks. According to Hansen, Gap donates half of all profits from the sale of (Product) Red items to Global Fund to help AIDS programs that focus on children and women.
The new (Product) Red Gap campaign was shot by famed photographer Annie Leibovitz and features stars like John Legend and Anne Hathaway.
President of Gap North America, Marka Hansen, says that, "Since launching last year, (Product) Red has contributed more than $45 million to the Global Fund to finance programs that help women and children affected by HIV/AIDS in Africa. Gap is honored to be a partner of (Product) Red and we're excited to continue creating special, limited edition collections that help raise awareness of the epidemics facing Africa, while inspiring people to make a difference in the lives of others." Developed by Gap’s creative agency, Laird + Partners, the ads feature celebrities wearing a (Product) Red item with a slogan like “Can the shirt off your back change the world?” and have appeared in publications such as Vogue, Rolling Stone, and Vanity Fair.
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