Today I've been thinking a lot about the next topple I want to set in motion. As I mentioned in my last post I'm trying to find one that will be interesting for a broad audience. One of my ideas involves Bono, and while doing some research about him I came across Product Red. I had never heard of it (probably shows that I'm not very cool). If you're also not cool here's the skinny (from "The (RED) Report"):
- (RED) is a brand
- It engages business and consumer power in the fight against AIDS in Africa
- (RED) works with the world's best brands to make unique (PRODUCT) RED branded products
- These brands direct up to 50% of their gross profits from (PRODUCT) RED sales to the Global Fund to invest in African HIV/AIDS programs
- 100% of the money earned for the Global Fund through (PRODUCT) RED is spent on programs in Africa with a focus on the health of women and children
For example, if you buy a pair of Converse (RED) shoes, or an Armani (RED) watch, or a (RED) iPod, those companies direct a significant amount of the sales price to the Global Fund which helps fight AIDS in Africa. When you buy a pair or (RED) Armani sunglasses, Armani's contribution to the Global Fund from the sale of each pair is equivalent to the average cost of providing 53 single-dose (nevirapine) treatments to prevent the transmission of HIV from mother to child during child birth.
What's really amazing is that they raised over $50 million in 20 months. The more I learned the more I was blown away.
What does this have to do with Domino Theory?
I always mention the importance of a purpose, and the purpose for the (RED) brand is crystal clear and very inspiring. Also, if you look at (RED) from the toppler's perspective you see: the first chain of dominoes going down in order to create the brand, then the topple branches with each consumer product company taking on the brand, and then branching further with every product. Each of these branches then tips over thousands of consumers who purchase a socially conscious product, which leads to someone in Africa getting much needed medication.
I believe this clearly demonstrates that people want to be "part of something." Domino Theory suggests that when you want to make a big impact, you should takes full advantage of this fact.
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