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.”
(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.