RED

   The RED Association is a nonprofit that fights against AIDs. RED has raised over $250 million dollars. RED has teamed up with both Apple and Starbucks to conduct RED events. The Organization raises money for research to stop babies from being born with AIDs. RED has received many awards on their social media, one being the 2014 Brand Genius Award .RED has several social medias including Instagram, Twitter , Pintrest, Facebook and Google Plus. On Instagram, RED showcases individuals who have helped their cause, many who are celebrities, companies and influential people such as Nelson Mandela and Apple. RED created RED products through Apple and Beats BY Dre to raise money. They do not ask for donations on every post. They inspire engagement and promote movies and products that spread AIDs awareness. Rarely does the organization tell success or sad stories. RED also does not have any video content; they focus on having impactful images.

   RED partnered with Foursquare to launch the largest check-in to social media yet, they launched the campaign via Youtube. The campaigns purpose was to raise awareness and donations for AIDs. The campaign was aimed to get every social media platform involved. Every time a customer would check in at Starbucks they would donate $1. By doing so it drove up followers and friend requests on Twitter Facebook and Instagram. RED teamed up with other organizations such as “Apple, Dell, Converse, Gap, Nike, etc. to produce RED-branded products posted on Instagram, with proceeds going to the sale of products to the Global Fund. The organization raised over $190 million towards the cause (techlaunch.com).” In 2013 RED teamed up with Vine to create the most Vine videos posted for a cause ever. The Vine campaign succeeded in raising awareness (mashable.com).

   This organization is different from the others we have studied because of the lack of personal stories RED posts. Also RED raises awareness by teaming up with companies that produce RED products instead of asking for donations.



"(RED): Starbucks To Donate $1 For Every Check-in In Foursquare’s Largest Non-Profit Campaign Yet | TechCrunch." TechCrunch. N.p., n.d. Web. 02 Oct. 2014.
<http://techcrunch.com/2012/05/31/starbucks-foursquare-and-red/>

"About." (RED). N.p., n.d. Web. 02 Oct. 2014.
<http://www.red.org/en/about>

"Red on Instagram." Instagram. N.p., n.d. Web. 02 Oct. 2014.
<http://instagram.com/red>

"Use Social Media to Fight for an AIDS-Free Generation [INFOGRAPHIC]." Mashable. N.p., n.d. Web. 02 Oct. 2014.
<http://mashable.com/2013/06/10/share-red-campaign/>