On 21 June, Bono, activist and lead singer of Irish rock band U2, will be honoured with the inaugural Cannes LionHeart Award for the creative union of branding, activism and philanthropy that he has achieved through his AIDS organisation,(RED).
The award recognises a person or organisation which has made an important and constructive difference to people or the planet, through the innovative use of commercial brand power.
(RED) partners with the world’s top brands including Apple, Starbucks, The Coca-Cola Company, Bank of America, Beats by Dr. Dre, Belvedere, Claro, SAP, Telcel, Live Nation Entertainment and special edition partners: Jonathan Adler, Theory, HEAD, Kidrobot, Mophie, FEED, Sir Richard’s Condom Company, Shazam, Square, Girl Skateboards, Nanda Home, Bottletop, Fatboy USA and Bed Bath & Beyond. These partners contribute up to 50% of the company’s profits from branded products and services which go towards the Global Fund to fight AIDS, TB and Malaria as well as HIV/AIDS prevention and treatment services.
Co-founded by Bono and Bobby Shriver in 2006 as an initiative to engage businesses and consumers in raising funds and awareness, (RED) has generated over $250m for the fight against AIDS in Ghana, Kenya, Lesotho, Rwanda, South Africa, Swaziland, Tanzania and Zambia. The Global Fund grants which (RED) supports have impacted over 40 million people’s lives by offering prevention, treatment, counselling, HIV testing and care services.
The ONE Campaign, also co-founded by Bono, is a global advocacy organisation which drives government leaders to offer support to programs and policies which save and improve the lives of people in the poorest parts of the world. (RED) is a division of The ONE Campaign and helps the organisation to advocate continued government support for The Global Fund.
