Media Meditation #1: The World's Current Rescue Mission

Acquired Immune Deficiency Syndrome was transferred from primates to humans during an unknown time. Some believe AIDS originated in humans as far back as the mid 18^th Century, where others believe it was more recent, during the 20th Century. The oldest known possible case appeared in 1959, and became a pandemic in 2006. This same year Bono and Bobby Shriver introduced to the world the (RED) campaign, a private sector of The Global Fund, which not only raises money for HIV/AIDS, but also malaria and tuberculosis.



(RED) has used multiple PR strategies and media techniques to promote it's campaign, ranging from music, clothing, food, video, interviews, and magazine articles. Other than global warming, I haven't experienced a bigger and more successful campaign, mission and marketing strategy wise, than the (RED) campaign. After their one year anniversary, (RED) released a video.



This video begins stimulating the limbic system with it's calming, African music and the neocortex by stating facts. The clip uses a personal shift by showing the different companies that participate in project red in hopes that you will buy their products in order to ship medicine to those who need it in Africa. Also, by showing the different companies that you could buy products from, Converse, Apple, Motorola, American Express,GAP, Emporio Armani and Hallmark, the clip is using ownership. Their facts of over a million lives have been saved with over 50 million dollars raised, adds an emotional transfer to the video, emphasizing their message of thanking the world for what it's done in just one year, and hoping that we can take it in our hands to do even better. If the world campaigned as much as (RED) did on other global problems, so much more would be getting done. An example of one of (RED)'s many campaign strategies, is their PR campaign with Starbucks.




The symbol (RED) is found everywhere. Although there aren't more companies participating in (RED), people know about it. The video neglects certain companies such as Windows, Dell, Bugaboo, (RED)wire, and currently Girl Skateboards has a limited edition (RED) skateboard where over 50% of the profits are donated to (RED). Commercials are on every day, and their products are found in everything people use in today's society, from clothes, to coffee, to phones, to computers, to credit cards. Not only are their products, but other people have joined to help this mission. (RED) has formed (RED)NIGHTS which are concerts from various artists, showing their want to help. (RED) has showed that television advertisements aren't your only source for PR. Every form of media has been used and will keep being used until AIDS is under control.

In 2008, a Team Everest INSPI(RED) announced their trek up Mount Everest, and completed their mission in nine weeks. According to their website, "We believe that our goal to reach the summit of Mount Everest is a fitting analogy to the scope and complexity of the fight against AIDS in Africa. Success in both of these endeavors will take passion, dedication and perseverance against many obstacles. It will require unwavering hope and optimism in the face of seemingly overwhelming odds. However, just as the highest mountain on earth is climbed one step at a time, we believe that the fight against HIV/AIDS in Africa will be won through the combined efforts of millions of individuals inspired to take action."

The world is beginning to realize the importance of AIDS Awareness, yet there is so much more we can do. My high school had and AIDS Awareness club, which I participated in. We had a woman come talk to us from SAFER, a local AIDS workshop. We made coloring books for children suffering from AIDS, participated in World AIDS Day by passing out information, ribbons, and t-shirts, and also attended and raised money for the AIDS Walk.
If just one high school could spread that much awareness, while raising money for the cause, couldn't the world? And that's what project (RED)'s mission is: to aware the public of AIDS, and to help save people's lives through supplying medicine to those who need it in Africa. To see how much of an impact you can make on HIV/AIDS, just visit their website.