To mark World AIDS Day 2014, Apple is teaming up with RED to launch on 23 November an unprecedented two-week campaign across its online stores and retail locations to help fight HIV/AIDS.
Customers who purchase during the next two weeks one of 25 apps with exclusive new content will see their money donated to ‘The Global Fund’.
This year’s Apple initiative in support of RED, a charity founded by U2 frontman Bono in 2006, marks the first-ever global campaign by the tech giant with all proceeds going to ‘The Global Fund’, the world’s largest financing organisation to treat and prevent HIV/AIDS.
Apple’s official website reports that, in addition, it will donate a portion of sales at Apple’s retail and online stores around the world on two of the biggest shopping days of the year: Friday 28 November and Monday 1 December.
“We’ve been involved with [RED] from the beginning and have raised $75 million, but we were convinced there was an opportunity to get people to rediscover this cause”, Apple’s senior vice president of software and services Eddy Cue told USA TODAY. “This time, it was about getting developers deeply involved. It couldn’t just be veneer”.
As part of the fundraising initiative that will run until 7 December, 25 app makers have modified their products with new RED-themed features in order to help promote the campaign.
Donations will be collected from today until 7 December by giving customers the chance to purchase one of the 25 apps with proceeds going to ‘The Global Fund’.
On 28 November, online and Apple stores will offer US customers a special gift card with the purchase of select Apple products, a portion of which will go to the fund.