Gap debuts fundraising collection online and offline

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.

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