Michal Marek Patha zaka khumi kuchokera pamene woimba wotchuka Bono wochokera ku gulu lachi Irish U2 adayambitsa ntchito yake yachifundo Red. Ntchitoyi tsopano ikutchulidwa ngati chitsanzo chabwino cha "creative capitalism" yomwe ikupezeka ponseponse masiku ano. Panthawi yomwe Bono adayambitsa ntchitoyi pamodzi ndi Bobby Shriver, chinali chinthu chapadera.
Posakhalitsa kukhazikitsidwa kwa ndondomekoyi, Bono ndi Bobby, yemwe ndi mphwake wa Pulezidenti wakale wa US John F. Kennedy, adakwanitsa kukhazikitsa mgwirizano ndi makampani akuluakulu kuphatikizapo Starbucks, Apple ndi Nike. Makampaniwa atuluka ndi zinthu zomwe zili pansi pa mtundu wa (RED), ndipo ndalama zogulira zinthuzi zimapita kunkhondo yolimbana ndi Edzi ku Africa. Pazaka khumi, kampeniyi idapeza ndalama zokwana $350 miliyoni.
Tsopano ntchitoyi ikukumana ndi vuto ngati zaka khumi zatsopano, ndipo Bonovi et al. adakwanitsa kupeza mnzake wina wamphamvu. Ndiyo Bank of America, yomwe idapereka kale $ 2014 miliyoni ku kampeni ya Red mu 10 pomwe idalipira $ 1 pakutsitsa kulikonse kwa U2 "Invisible" pa Super Bowl. Posachedwapa, banki yaikulu ya ku America iyi inaponyanso ndalama zokwana madola 10 miliyoni ndipo, kuwonjezera apo, inayamba kusonyeza zithunzi za amayi omwe ali ndi kachilombo ka HIV ndi makanda awo obadwa athanzi chifukwa cha Red pa ATM yawo. Ndiko kufala kwa kachilombo ka HIV kuchokera kwa mayi woyembekezera kupita kwa mwana wake komwe Bono akuyesetsa kulimbana nako.
Brian Moynihan wa ku Bank of America anati: “Ngati titha kutenga mankhwalawa (mankhwala ochepetsa mphamvu ya kachilombo ka HIV, cholembedwa cha wolemba) m’manja mwa amayi, sangapatsire ana awo, ndipo tingapewere kufalikira kwa matendawa. Bono akuwonjezera kuti ndalama zomwe Project Red yapanga ndizofunikira kwambiri kwa anthu ndikupulumutsa miyoyo yawo. Bono amayamikanso momwe polojekiti ya Red imagwirira ntchito pamaphunziro. “Tsopano mutha kupita ku Bank of America ATM ku Toledo, Ohio ndipo muwona chithunzi cha ana opanda Edzi obadwa kwa Red. Ndizomveka. "
Akuti Bono posakhalitsa adapeza kuti zingakhale zovuta kuti apeze chithandizo chokwanira cha ndale pa zolinga zake. Kulimbana ndi Edzi mu Africa si chinthu chomwe wandale wa ku America akanatha kupambana pa chisankho zaka khumi zapitazo. Ndalama zomwe zatulutsidwa ndi Red kampeni zimayendetsedwa ndi bungwe lopanda phindu Global Fund, yomwe ikulimbana ndi kuthetsa HIV/AIDS, malungo ndi chifuwa chachikulu. Bungweli limagwira ntchito pa $ 4 biliyoni pachaka, makamaka kuchokera ku maboma, ndipo Red ndiye wopereka mowolowa manja kwambiri wawo wabizinesi.
Mwinanso chofunika kwambiri kuposa ndalama zomwe zapezedwa ndi maphunziro omwe atchulidwa kale, omwe ali othandiza kwambiri kuchokera pakamwa pamitu ya makampani akuluakulu kusiyana ndi pakamwa pa akatswiri a zaumoyo. Edzi yapha kale anthu pafupifupi 39 miliyoni, ndipo amayi omwe ali ndi kachilombo ka HIV akupitiriza kupatsira ana awo osabadwa. Komabe, chiwerengero cha matenda chikuchepa kwambiri chifukwa cha kupezeka kwabwino kwa chithandizo, ndipo Red ali ndi gawo pa izi. "Pamene ine ndi Red tinayamba panali anthu 700 omwe amamwa mankhwala a HIV, tsopano anthu 000 miliyoni akumwa mankhwala," akutero Bono.
Monga tafotokozera kale, Apple ikuchita nawo kampeni ya Red. Kugwirizana ndi woimba nyimbo wotchuka wa rock kunayambika kale ndi Steve Jobs, yemwe adayambitsa iPod yofiira yogulitsa pansi pa chizindikiro (RED). Mgwirizanowu wapitilira kuyambira pamenepo komanso kupatula malonda mankhwala ena (monga Red Smart Cover ndi Smart Case kapena Beats mahedifoni) Apple idakhudzidwanso mwanjira ina. Okonza Apple a Jony Ive ndi a Marc Newson kuti agulitse mwapadera adapanga zinthu zapadera monga kamera yosinthidwa ya Leica Digital Rangefinder, yomwe idagulitsidwa $1,8 miliyoni. Apple adatenganso nawo mbali pazochitika zina zingapo. Monga gawo lomaliza, ali pansi pa mtundu wa (RED), mwa zina, adagulitsanso mapulogalamu opambana a iOS, a Red. adapeza ndalama zoposa $20 miliyoni.
Zotsatira zake, ngakhale wopanga Apple Johny Ive adafunsidwa za kampeni yofiira, ndipo adayenera kuyankha funso ngati akuganiza kuti kampeniyi yakhudza makampani ena momwe amaganizira za udindo wa anthu m'makampani. Johny Ive adayankha kuti anali ndi chidwi kwambiri ndi momwe mayiyo amamvera, yemwe mwana wawo wamkazi angakhale ndi moyo, kusiyana ndi ngati kampeni ya Red idakhudza makampani ena.
Kumeneko iye akuwonjezera kuti: “Chinthu chimene chinandiika mumtima mwanga chinali ukulu ndi kuipa kwa vutolo, chimene kaŵirikaŵiri chimakhala chisonyezero chakuti anthu alipatuka. Ndidakonda kwambiri momwe Bono adawonera vutoli - ngati vuto lomwe likufunika kuthetsedwa. "
