ELLE Magazine Turns (RED)

24 Jan

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30 editions, internationally, of ELLE Magazine will turn (RED) for their February issue.  The magazine has teamed up with Gisele Bundchen and Scarlett Johansson in the fight against AIDS in Africa. Gisele Bundchen is found on  each February cover wearing a variety of (RED) clothing. This strategic effort of cross-promotion is important to recognize because brands can use it as a way to gain recognition momentum and reach out to more audiences.

Scarlett Johansson shares her thoughts in the February issue, “When you purchase (PRODUCT) RED items – from partners including Apple, Armani, Converse and the Gap – up to 50 percent of profits go directly to fighting HIV/AIDS in Africa. Forty cents a day translates to the two antiretroviral pills needed to survive. If that can be achieved by buying a couple of pairs of Converse, it’s worth a shot.”scarlett-in-rwanda

(PRODUCT) RED consumers have already helped purchase lifesaving antiretroviral treatment for nearly 80,000 people, and the effort continues. Now, you can keep up with the efforts in any of the February issues of ELLE Magazine.

Check out an exclusive behind-the-scenes look at Gisele’s (RED) ELLE photo shoot.

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5 Responses to “ELLE Magazine Turns (RED)”

  1. Alexa January 24, 2009 at 4:26 pm #

    I’m happy to see that this campaign is still on going… I was afraid that after it’s big Oprah show debut that it would fade out

  2. sessary January 24, 2009 at 4:46 pm #

    Alexa,

    Still going strong! Check out my last (RED) post on World AIDS Day campaigns: https://consumingpr.com/2008/12/08/weekend-wrap-up-product-red/

    Best,

    Sarah

  3. Kimleestar January 25, 2009 at 12:18 pm #

    This is true, it is nice that magazines are still making an effort with this campaign.

  4. Andrea January 26, 2009 at 9:17 pm #

    Ditto! I have been so impressed with the Red campaign ever since it launched – with many CSR campaigns quickly dying soon after launch, its good to see Red still going strong.

  5. taylorgraves January 28, 2009 at 2:33 am #

    This is a great example of an awesome and successful cross promotion. This is clearly working in big ways for not only the campaign, but the magazine, as well as Gisele as a model. Great to see it work well for a great cause like this RED campaign.

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