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RED: Bono-led effort to create new stream of revenue to fight AIDS

Holding a loft a red American Express card, Bono unveiled a pretty innovative idea at Davos, a series of RED-themed products from different companies with proceeds going to the Global Fund.

U2 frontman Bono unveiled a new push to fight HIV and AIDS in Africa, announcing a partnership with several companies Thursday to sell products under a brand called “Red,” with the proceeds going toward anti-AIDS programs.

Red” includes red-theme products from American Express, Converse, Gap and Giorgio Armani.

The venture will include an American Express card, shoes, T-shirts and sunglasses and is meant to be a long-term fund-raiser for the group, fund executive director Richard Feachem said.

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