The popular fashion publication ELLE magazine launched an initiative this month to feature REDTM in 30 editions across the globe. The brand REDTM was started by U2's Bono and Bobby Shriver, an American philanthropist, to help eliminate AIDS in Africa by raising awareness about the issue. Products labeled with the brand contribute 50% of their profits to the Global Fund to invest in African AIDS programs. Since it was launched in 2006, REDTM has raised $120 million towards the Global Fund. The January 17 2009 issue of ELLE France was the first of 30 international editions to promote REDTM. Within the next few months, an audience of 20 million readers will be introduced to the widely effective movement.
Source: PR Newswire
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