To celebrate the introduction of the GapKids and babyGap (PRODUCT) RED collections, Gap recently launched a powerful new advertising campaign. Photographed by renowned photographer Annie Leibovitz, the ads feature a cast of incredible celebrities who are INSPI(RED) by and passionate about (RED).
The campaign consists of compelling images of Oscar-nominated actor Terence Howard pictured with his three children Hunter, Aubrey and Heaven; Grammy-award winning musician Natalie Maines alongside her sons Beckette and Slade; and Oscar-nominated actress Abigail Breslin, of Little Miss Sunshine fame, with her friend Curious George.
Each image features the celebrity wearing their favorite Gap (PRODUCT) RED item in a way that expresses their individual style. The campaign spreads also feature poignant phrases that emphasize the importance of joining the fight to eradicate AIDS in Africa – they read “Every Generation Has a Voice”, “Every Generation Has a Heart” and “Inspire The Next Generation To Change The World”. Developed by Laird+Partners, Gap's creative agency, the print campaign is running in the July issue of Vanity Fair, on newsstands now.
Founded by Bono and Bobby Shriver, (RED) is a groundbreaking initiative that marries the private sector of business with the buying power of the public in an effort to generate a sustainable flow of private sector funds towards the fight to eliminate AIDS in Africa.
To do this, (RED) harnesses the power ofsome of the world's most iconic brands including Gap, American Express, Converse, Emporio Armani, Apple and Motorola – the first companies to partner with (PRODUCT) RED.
Since its launch in the spring of 2006, (PRODUCT) RED and its partners have raised more than $25 million for the Global Fund. More than $11 million of the (RED) money is already at work in Swaziland and Rwanda providing antiretroviral treatment for HIV positive individuals, funding HIV prevention programs, feeding and educating children orphaned by AIDS, and providing the 12 cent treatment needed to help prevent the transmission of HIV from mother to child.
Because of (RED) and the Global Fund, over two hundred thousand HIV positive mothers in Rwanda and Swaziland have been given treatment to help ensure that their children are born healthy and over 25,000 people are now on lifesaving drugs.
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