Become a RED(HEAD) with GAP's (2 WEEKS) T-Shirt
By Nick Burns
Photo: Courtesy of GAP
Madison Avenue loves to tug on the heartstrings of sympathetic shoppers and what better way to make someone feel better about purchasing a $3 bottle of water than to say it helps to bring fresh water to third-world communities? Or last year's $800 Tumi bag that benefited the amazing organization Doctors Without Borders? I'll take two!
Each year (especially around the holidays), shoppers are blindsided by a tidal wave of products that support charities, but often times, it's difficult for a shopper to know exactly how much cash is reaching the charity and how much is contributing to the corporation's bottom line (all $800 from the Tumi bag sales were donated, btw). The GAP, however, wants to make it quite clear how much good a single t-shirt sale can do.
The San Francisco-based brand's latest offering for (PRODUCT) RED (the Bono-sponsored initiative that has already raised $45 million for the Global Fund to fight AIDS in Africa through product sales including ipods, phones and clothes) is a $28 red t-shirt with "(2 WEEKS)" written across the chest. The sale of one t-shirt donates enough money to the Global Fund to purchase two weeks of HIV medication for one person in Africa. And if you forget about the meaning of (2 WEEKS) or your boyfriend steals your shirt after a slumber party at your place, there's a friendly reminder written on the inside of the shirt.
GAP (PRODUCT) RED T-Shirt, $28, Gap.com