Apple’s (RED) has potential to make a tangible difference

Yesterday, while most companies aggressively marketed Cyber Monday deals, tech giant Apple rang in the holiday season with a new initiative that promises to make its customers inspi(RED).

 

The corporation launched its two-week campaign PRODUCT (RED) on Nov. 24, pledging to donate a portion of all its in-store and online purchases on certain days, as well as all proceeds from purchases of the 25 participating apps, to the Global Fund to Fight AIDS, Tuberculosis and Malaria.

Such initiatives are laudable in that they not only bring awareness to serious issues in an innovative way, but they also allow the average consumer to make a difference and deviate from the usual slacktivism that has become all too popular, especially among social media users.

(RED), which was launched in 2006 by U2 lead singer Bono and activist Bobby Shriver, aims to utilize the private sector to raise both awareness and funds for eliminating HIV/AIDS. Over the years, the organization has raised more than $250 million.

Though Apple’s initiative is new, its involvement with (RED) is not. In fact, of the $275 million raised by (RED), Apple has contributed more than $75 million — 27.3 percent of total campaign funds raised.

And such funds truly make an impact. The 650 children born each day with HIV have an increased mortality rate if they fail to receive the necessary treatments that cost approximately 40 cents a day. With more than 55 million people receiving treatment from the Global Fund, (RED)’s efforts clearly make a tangible difference.

(RED) has received its fair share of criticism. Some say that the campaign aims to provide false gratification to major companies and their consumers. Though critics are free to question the genuine compassion of the corporations collaborating with (RED), they can’t argue with the numbers. Whether for the good of the cause or for sheer good publicity, (RED) has successfully utilized its partnerships with dozens of corporations — including The Coca-Cola Company and Starbucks — to raise millions of dollars that go directly to AIDS treatment programs. The effort has the potential to compel even more companies to join the (RED) bandwagon.

“This campaign is certainly something that could cause other companies to step up,” (RED) CEO Deborah Dugan told USA Today. “And we need to keep the heat on (HIV/AIDS) or we’ll slip back to where we were.”

It goes without saying that you don’t have to buy a (RED) product to care about this issue — there are other ways to make a meaningful impact at the individual level, from personal donations to volunteer service. But just as such acts are laudable, so too are the small opportunities that consumers can take to make a difference — actions that are more tangible than Facebook likes or videos of people dumping ice water on their heads. Initiatives like Apple’s (RED) campaign give ordinary people the opportunity to shake their slacktivist tendencies and put their money where their mouths are — all through a simple purchase of products they would likely purchase regardless.

With the season of giving upon us, initiatives like Apple’s (RED) campaign remind us that even small acts of giving can make a huge difference.

Yasmeen Serhan is a junior majoring in international relations. She is also the special projects editor of the Daily Trojan. “Point/Counterpoint” runs Tuesdays.