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

USAData helps businesses find new customers and grow their current customers through a combination of data and digital marketing services, and easy-to-use SaaS technology products. We enrich customer data so businesses can more effectively target and communicate with customers, and connect them with their best look-alike prospects through digital and traditional channels. We make it easy through simple, self-serve applications and APIs, as well as through full-service programs managed by our Data and Digital experts. 

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