New "Red" brand to fund AIDS programs in Africa

Rock star and activist Bono on Thursday unveiled a push to fight HIV and AIDS in Africa, unveiling a partnership with several companies to offer products under a new brand called "Red," proceeds of which will go toward funding anti-AIDS programs. Dressed in a denim jacket and sporting his trademark wraparound sunglasses, he said the program would help the Global Fund to Fight AIDS, Tuberculosis and Malaria by raising more money for its programs.

"So, here we are, fat cats in the snow, and I say that as one," the songwriter and member of DATA, or Debt, AIDS and Trade in Africa, said, to laughs. "It is a great place to do business and we have some business we want to talk to you about." "Red" includes offerings of red-theme products from American Express, Converse, Gap and Giorgio Armani, among others.

The venture will include an American Express card, shoes, T-shirts and sunglasses and is a long term method of raising private income for the group, said Richard Feachem, executive director of the Global Fund. "Red will bring a rising income stream...(and) increased awareness of HIV in Africa and the role of the Global Fund to finance programs to treat it," Feachem said. "Income from Red will flow to support Global Fund programs in Africa against HIV Aids, especially programs that help women and children", reports the AP. N.U.