From the (RED) Manifesto:
All things being equal. They are not.
As first world consumers, we have tremendous power. What we collectively chose to buy, or not to buy, can change the course of life and history on this planet.
(RED) is that simple an idea. And that powerful. Now, you have a choice. There are (RED) credit cards, (RED) phones, (RED) shoes, (RED) fashion brands. And no, this does not mean they are all red in color. Although some are.
If you buy a (RED) product or sign up for a (RED) service, at no cost to you, a (RED) company will give some of its profits to buy and distribute anti-retroviral medicine to our brothers and sisters dying of AIDS in Africa.