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.