This year at the 61st Cannes Lions International Festival of Creativity U2 singer and activist Bono will be awarded the first-ever Cannes LionHeart Award for pioneering (RED), the activism and philanthropy campaign that has generated more than $250 million for the fight against AIDS in Africa.
The Cannes LionHeart recognizes the person or organization that, through innovative use of commercial brand power, has made a significant and positive difference to people or the planet.
Bono co-founded (RED) with Bobby Shriver in 2006 to engage businesses and consumers to raise money and awareness in the fight against AIDS. (RED) partners with the world’s most iconic brands, which contribute up to 50% of profits from (RED) branded goods and services to the Global Fund to Fight AIDS, TB and Malaria for HIV/AIDS prevention and treatment services.
(RED) partners include: Apple, Starbucks, The Coca-Cola Company, Bank of America, Beats by Dr. Dre, Belvedere, Claro, SAP, Telcel and Live Nation Entertainment. (RED) Special Edition partners include: Jonathan Adler, Theory, HEAD, Kidrobot, Mophie, FEED, Sir Richard’s Condom Company, Shazam, Square, Girl Skateboards, Nanda Home, Bottletop, Fatboy USA and Bed Bath & Beyond.
To date, (RED) has generated more than $250 million for the Global Fund to support HIV/AIDS grants in Ghana, Kenya, Lesotho, Rwanda, South Africa, Swaziland, Tanzania and Zambia. 100% of that money goes to work on the ground – no overhead is taken. The Global Fund grants that (RED) supports have impacted more than 40 million people with prevention, treatment, counseling, HIV testing and care services.
