What Happened to (RED)?
(RED) is a global initiative founded in 2006 by Bono and Bobby Shriver to engage the private sector in the fight against AIDS. It partners with iconic brands to create (RED)-branded products and experiences, channeling a portion of the proceeds to the Global Fund to fight AIDS, Tuberculosis, and Malaria, with a primary focus on HIV/AIDS programs in sub-Saharan Africa. As of January 2026, (RED) has generated over $800 million for the Global Fund and continues to actively engage in partnerships and campaigns.
Quick Answer
(RED) is an organization founded in 2006 by Bono and Bobby Shriver that partners with global brands to create products and experiences, with a portion of the proceeds going to the Global Fund to fight AIDS, Tuberculosis, and Malaria. It remains highly active in 2026, celebrating 20 years in the AIDS fight. Recent developments include new partnerships with brands like Featherie and Billecart-Salmon in September 2026, and continued participation in major global health conferences and fundraising events to raise awareness and funds for health crises.
📊Key Facts
📅Complete Timeline12 events
(RED) is Founded
(RED) is launched by Bono and Bobby Shriver at the World Economic Forum in Davos, Switzerland, with the mission to engage the private sector in the fight against AIDS.
(RED) Acquired by The ONE Campaign
(RED) is acquired by The ONE Campaign, an international advocacy organization co-founded by Bono and Shriver, further integrating its efforts into a broader advocacy framework.
Jony Ive and Marc Newson Auction
Jony Ive and Marc Newson host an auction at Sotheby's, raising millions for the Global Fund with attendance from major celebrities.
Expanded Focus to COVID-19
(RED) begins to allocate funds and efforts to combat the COVID-19 pandemic, alongside its ongoing fight against AIDS, Tuberculosis, and Malaria.
Over $785 Million Raised
(RED) announces it has generated over US$785 million to support Global Fund grants for HIV and AIDS programs.
Pledges $75 Million to Global Fund
(RED) announces a pledge of $75 million to the Global Fund over the next three years, made possible by continued private sector support. At this point, (RED) has generated over $800 million in total.
Kate Charles Joins as Managing Director
Kate Charles is announced as the new Managing Director for (RED), as the organization prepares to celebrate 20 years in the AIDS fight.
Snapdragon & Manchester United Collaboration Year Two
(RED), Snapdragon, and Manchester United announce the second year of their collaboration, continuing their partnership to raise awareness and funds.
Auction of Nothing Fundraising Event
(RED) hosts an 'Auction of Nothing' event, bringing together supporters for a night of life-saving fundraising.
New Partnerships Announced
(RED) announces new partnerships, including (T-fal)RED and (SMILEY®)RED, expanding its range of branded products and campaigns.
Participation in AIDS 2026 Conference
(RED) joins partner MSD at the biannual International AIDS Society Conference in Rio, participating in discussions and awareness efforts.
20 Years of Impact Celebration & New Partnerships
(RED) celebrates 20 years of impact at Electric Lady Studios and announces new partnerships with brands like (FEATHERIE)RED and (BILLECART-SALMON)RED, continuing its mission to fight AIDS.
Follow this story
Get an email when this timeline gets a major update.
🔍Deep Dive Analysis
The (RED) initiative was launched in 2006 by U2 frontman Bono and activist Bobby Shriver with the ambitious goal of engaging the private sector in the global fight against AIDS. The core concept involves partnering with well-known brands to create special (PRODUCT)RED items, from which a percentage of sales or a direct donation is contributed to the Global Fund to Fight AIDS, Tuberculosis and Malaria. This model was designed to create a sustainable flow of private sector money into global health, addressing a significant imbalance where, prior to (RED), businesses had contributed only a fraction compared to public sector funding.
Over nearly two decades, (RED) has become the largest private sector contributor to the Global Fund, generating over $800 million as of January 2026. These funds are strategically invested in locally led HIV prevention, testing, treatment, and care programs, primarily in sub-Saharan Africa, a region disproportionately affected by HIV. The organization emphasizes transparency, working closely with the Global Fund to ensure effective and measurable distribution of money across its grant portfolio.
Key turning points include its acquisition by The ONE Campaign in 2012, which further integrated its advocacy efforts. While primarily focused on HIV/AIDS, (RED) expanded its scope in 2020 to include efforts against the COVID-19 pandemic, demonstrating its adaptability to emerging global health crises. The initiative has consistently leveraged celebrity endorsements, high-profile events, and collaborations with major brands like Apple, Bank of America, Fiat, and Vespa to maintain public engagement and fundraising momentum.
As of September 2026, (RED) is celebrating its 20th year in the fight against AIDS, showcasing its enduring relevance and impact. The organization continues to forge new partnerships, such as those announced in June and September 2026 with T-fal, Smiley®, Featherie, and Billecart-Salmon, expanding its product offerings and reach. Leadership changes, such as Kate Charles joining as Managing Director in January 2026, indicate a continued strategic focus on its mission. (RED) remains a vital force in global health philanthropy, constantly innovating its approach to fundraising and awareness to support the Global Fund's life-saving work and impact the lives of over 350 million people through supported programs.
What If...?
Explore alternate histories. What if (RED) made different choices?