Apple partnered with developers of 25 apps – united under the title ‘Apps for Red’ – to raise awareness and funds for HIV/AIDS in Africa in collaboration with (RED) and World AIDS day.
Apple is using several strategies to achieve this.
For starters, on Friday 28 November, when users buy participating apps – such as Angry Birds, FIFA 15 or FarmVille – they will receive a (PRODUCT)RED gift card to purchase anything at the iTunes Store. When users make a purchase using the gift card, Apple will automatically make a donation to RED’s Global Fund.
For the next two weeks, every time users buy a participating app or in-app item, all proceeds will go to the fund. On World AIDS day, which falls on 1 December, Apple will donate a portion of the proceeds from everything it sells, online or otherwise.
“The purchases you make during our holiday shopping events and through ‘Apps for (RED)’ can create a lasting impact on the future of millions,” the company said on its website. “So create a song. Try out a new recipe. Get to the next level. You’ll be doing your part to support (RED),” it added.
(RED) is a licensed brand that works with the private sector to raise awareness and funds for the elimination of HIV/AIDS in Africa. Apple also sells (PRODUCT)RED merchandise and accessories throughout the year and has already helped raise more than $75 million.