Marketing budget for Bono’s much hyped red campaign: $100 million

Total worldwide tally raised: $18 million

It doesn’t take a math genius to work out that’s an $82 million deficit

The Red Campaign was launched with a media blitz from the companies involved, Gap, Apple and Motorola. Everyone from Oprah Winfrey to Steven Spielberg got in on the act but in a shocking discovery, apparently buying an I-Pod doesn’t cure aids.

Advertising Age who broke the story report:

“executives in the ad business. It threatens to spur a backlash, not just against the The disproportionate ratio between the marketing outlay and the money raised is drawing concern among nonprofit watchdogs, cause-marketing experts and even Red campaign — which ambitiously set out to change the cause-marketing model by allowing partners to profit from charity — but also for the brands involved.”

Ben Davis, co-creator of Buy Less Crap told Advertising Age. “Can’t we just focus on the real solution — giving money?”

Source

Related Posts