At least in San Francisco, where GAP is headquartered, GAP has created a tremendous presence for Project (RED), the Bono and Bobby Shriver-backed campaign to fight AIDS in Africa by encouraging consumers to make a difference with their dollars.

Everywhere you look, and especially in the large windows of the retail locations’ storefronts, you see the power of well-executed marketing, raising awareness and giving consumers a strong sense of empowerment: ADMI, EMPOWER, INSPI, and my favorite… DO THE (RED) THING (unfortunately trademarked by GAP)

GAP has without question been one of the leaders in raising awareness for (RED) through its advertising campaign which featured Steven Spielberg, Jennifer Garner, Chris Rock, Penelope Cruz, Christy Turlington, Don Cheadle, Mary J. Blige, Dakota Fanning and Apolo Ohno.

Things that I really like about this campaign:

1. These shirts are manufactured in Lesotho, a country in Africa, from 100% African cotton

2. GAP is donating 50% of its profits from sales of its (RED) product line to the Global Fund

3. It’s integration into the GAP strategy has been significant, first with the fall launch, now with the latest Valentine’s Day push (see picture and links below)

Of course, we shouldn’t feel compelled to buy more to make a difference in the world, but if people are already shopping, they may as well support a great cause through their purchases.

For more:

GAP (RED) site

GAP (RED) products – Valentine’s Day line

Product (RED)