Red rocks for Africa

Saving the world has always been the “in” thing for A-list celebrities. George Harrison and Ravi Shankar organized the Concert for Bangladesh with stellar performers. Then, Live Aid was born in 1985 (with Led Zeppelin, Queen, U2, etc.) thanks to Bob Geldof. Of course, Band Aid’s hit single Do They Know It’s Christmas was made solely to benefit famine victims in Ethiopia. Oh, and USA for Africa was so huge in the ‘80s with We Are The World (when Michael Jackson was still considered cool). In 2005, Hyde Park in London was the best place to be in order to see psychedelic rock gods Pink Floyd reunite for the Live 8 concert for the G8 Summit. Perhaps the best charity laugh-trip bit was David Brent (a.k.a. Ricky Gervais) from the UK version of The Office, with his crab dance for Comic Relief.

Well, you don’t have to be celebrity to become an instrument of change. Thanks to (Product) Red, you can still look good while helping others. Dig this, (Product) Red was created by U2 frontman (and my idol) Bono and Bobby Shriver, chairman of DATA to raise awareness and money for The Global Fund. Their goal is to team up with the world’s most iconic brands to create (Product) Red goodies. A percentage of each product sold will be given to help women and children affected by AIDS, tuberculosis and malaria in Africa.

Hey, even the July issue of Vanity Fair was a special edition devoted to Africa with 20 covers featuring Muhammad Ali, Maya Angelou, Warren Buffet, George W. Bush, Don Cheadle, George Clooking, Bill and Melinda Gates, Djimon Hounsou, Iman, Jay-Z, Alicia Keys, Madonna, Barack Obama, Brad Pitt, Queen Rania of Jordan, Condoleezza Rice, Chris Rock, Desmond Tutu, Oprah Winfrey and Bono, all shot by Annie Leibovitz with one thing in common — Africa.

Bono says “(Product) Red is the consumer battalion gathering in the shopping malls. You buy the jeans, phones, iPods, shoes, sunglasses, and someone — somebody’s mother, father, daughter or son — will live instead of dying in the poorest part of the world. It’s a different kind of fashion statement.”

No wonder Converse is proud to be part of this innovative approach to international health financing. It’s definitely hip to wear Converse (Product) Red especially when it infuses cool designs with the rock ‘n’ roll image of All-Star Chuck Taylors in high-tops, low-tops, slip-ons and even skidgrip.  

“It’s a simple idea — easy, maybe even ingenious — and Converse believes it can help change the world,” says Kim Sia, Converse marketing director. “I guess you could say we’re taking what we’ve got — creativity and some sweet sneakers — and putting it to good use.”

Converse is collaborating with artists to create products that preserve culture and celebrate creativity. With this oh-so-inspiring campaign, I really love the brand’s designs for this good cause — especially the red high-top Chuck Taylors that come with white plaid graphics. There is also a black low-top version by Jack Purcell with silver plaid graphics as well. 

If you live in the US, you are so lucky because you can design your own (Product) Red sneakers. Check out www.makeminered. com. At least five to 10 percent of Converse (Red) shoes will be paid to The Global Fund. So, if you like the shoes and buy them, you will definitely help people.

Cheers to good news: Since (Product) Red’s launch in 2006, they have contributed more than $45.5 million to The Global Fund. Plus, more than $30.8 million of the money is already at work in Swaziland, Rwanda and Ghana providing antiretroviral treatment for HIV positive individuals, funding HIV prevention programs, feeding and educating children orphaned by AIDS and providing the low-cost treatments needed to reduce the risk of transmission of HIV from mother to child.

“When you buy Converse (Product) Red — whether you buy them because they’re cool, or because they’re red, or both — some of that money goes to The Global Fund,” concludes Sia. “At the same time, people who shop for fun get a little reminder that cultures — artistic, visionary, necessary cultures — are dying of these diseases even as we vote, e-mail and, well, rock.”

Even if we’re not as rich, famous and powerful as our idol celebrities, we can still change the world little by little. Besides, there’s just no better way of becoming a good-looking Samaritan than by joining the (Product) Red movement. It’s definitely a win-win situation because everyone gets cool stuff, everyone changes the world and everyone gets help.