14 DAY TRIAL // Apple is helping promote World AIDS Day via a new web page bearing the message “The AIDS free generation is due in 2015,” written in red capitol letters. To support the move, Apple has been selling (PRODUCT) RED iPods. The company links to Facebook, Twitter, foursquare, and Meetup - services which also support the initiative in their own ways.
Alongside the most recent Apple announcements - iOS 4.2 release, the new MacBook Air, and holiday engravings - Apple promotes “World AIDS Day 2010”, encouraging fans to “join (RED) today and help bring about an AIDS-free generation by 2015.
(RED) is an idea that transforms consumers’ collective power into a financial force to help others in need. (RED) works with the world’s most iconic brands, to make unique (RED) products, giving up to 50 percent of their profits to the Global Fund to invest in HIV and AIDS programs in Africa.
Since its launch in 2006, (RED) has generated over $150 million for the Global Fund and over 5 million people have been impacted by HIV and AIDS programs supported by (RED) purchases.
“Last year, nearly half a million babies were born with HIV. By 2015, that number could be zero. Join us this World AIDS Day, December 1st, to turn the world (RED),” Apple states on its web site.
Apple also posts a map of time-zones turned (RED), as well as a list of cities turning (RED) with complementary imagery.
As noted above, the Mac maker links to four major social network services that support the initiative to help spread the world.
Surprisingly, Apple does not push its (RED) products onto visitors of the page.
However, a “BUY (RED)” link is available at the bottom of the page takes viewers to the joinred.com shop where multiple (RED) goods are featured, including the company’s new iPod nano (sixth-generation). A (RED) version of the popular Shazam app for iOS is also featured. 20% of the app price is contributed to HIV/AIDS programs in Africa.
The latest version of Shazam comes with improved discovery, better video experience and faster tagging, according to its developer.