Seeing (Red) Through Bono's Eyes

The next wave of ads for the (Red)^® campaign, U2’s front man, Bono, launches appealing to the generosity of sensible Americans in these tough economic times. A long with an entourage of his celebrity friends, they name off things we squander our money on, and how little it takes to keep a person alive with AIDS for another day; only .12 cents.

This is not the lead singers first dabble into philanthropy. Before the (Red)^® campaign came into fruition, there was ONE^®, whose primary focus was to end world poverty. The objective now, continues to be just as ambitious; provide a ready source for people infected with AIDS to get the proper medical treatment. This time around however, Bono is doing more than just meeting with world leaders.

Understanding the principle that money makes the world go ‘round is of ample importance here, and one that Bono knew he had to capitalize on. Talking is important but only goes so far. To fund his goal, he merged with industry giants such as Dell, American Express, Apple and Starbucks. Selling (Red)^® products through these companies, he’s able to provide a constant stream of donations to his cause. The singer has also set up a clothing company based in Africa so that it can continue to profit globally and fund its own needs.

With the world being what it is, it’s refreshing to see someone take such an active approach to bettering their surroundings. Having made enough money in his career to never need for anything, the singer is vocal about his motivation for continuing this cause. Years ago, while visiting a village in Africa with his wife, a father asked him to take his daughter back with him to Ireland knowing fully well he’d never be able to provide the basic things the girl would need. This experience changed him forever. “I think about my own family. My own girls and become angry and want to do things different,” he says.

“This is a global pandemic, and if we don’t stand up and do something about it, knowing fully well it’s within our scope to do something about it, God will punish us,” he tells Oprah in an interview.  Indeed such conviction for justice is commendable.

I hope further down, both world hunger and AIDS will become an historic topic far in the crevices of time, but for now, I hope we all do our part to help both actively and passively. I hope that we think of how fortunate we are to have urgent care available and that millions around the world are not as lucky. I hope we pause at the thought of all things (Red)^® and be supportive by purchasing (Red)^® products. This is my hope for the world.