Gap debuts fundraising collection online and offline

Share this content:

Specialty retailer Gap Inc. on Oct. 13 will introduce online and in select stores a limited collection of clothing and accessories designed to help eliminate AIDS in Africa.

As part of a global partnership with RED, the initiative founded by Bono and Bobby Shriver to engage the private sector in raising awareness of AIDS in Africa, Gap will donate half of the profits from the sales of the Gap (PRODUCT) RED Collection to The Global Fund.

The 40-item collection features many classic Gap items, such as T-shirts, hoodies and jeans.

To support the initiative, Gap, San Francisco, enlisted renowned photographer Annie Liebovitz to take pictures of a string of celebrities, from Chris Rock to Jennifer Garner - each wearing an item from the new collection.

Every image is accompanied by an tagline that incorporates the word "red," such as ADMI(RED), INSPI(RED) and CENTE(RED).

Additional copy on each ad includes "Can a T-shirt Change The World? This One Can. All Gap (PRODUCT) RED clothing is designed to help eliminate AIDS in Africa."

The print campaign was developed by Laird + Partners and will run in the November issues of national magazines like Vanity Fair, Vogue and O: The Oprah Magazine.


Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above