One year ago Gap launched their (Product) Red campaign, created to help prevent, care and treat AIDS in Africa. According to Marka Hansen, president of Gap North America, “Since launching last year, (Product) Red has contributed more than $45 million to the Global Fund to finance programs that help women and children affected by HIV/AIDS in Africa.” This year, the company recruited new celebrities such as actress Anne Hathaway, Grammy Award-winning artist John Legend, and Grammy Award-winning musician and producer Wyclef Jean for the new ads shot by acclaimed photographer Annie Leibovitz. The campaign also reintroduces a series of images that debuted this summer of Dixie Chicks’ Natalie Maines, actor Terrence Howard and actress Abigail Breslin. Each individual in the campaign wears a Gap (PRODUCT) RED item in a way that expresses their own personal style. The ads will run in November issues of fashion magazines such as Vanity Fair, Vogue, Elle, Glamour, Lucky, Marie Claire, GQ and Harper’s Bazaar as well as in weekly magazines such as US Weekly and Entertainement Weekly. On October 5th, Gap also launched a limited edition T-shirt called “(2 WEEKS)” referring to the two weeks of antiretroviral (ARV) medicine in Africa that the sale of the shirts will support. The prices for the Gap Red collection range from $28 for a cotton t-shirt to $198 for a leather jacket. Half of the profits from the sales will go directly to the Global Fund to help finance AIDS programs in Africa. The collection is now available in selected Gap stores around the world as well as online.

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Alexandra M.
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