(RED) Campaign - Distraction or Lifesaver?
Driving home today, I caught the tail end of a broadcast by radio talk show host Michael Medved in which he was discussing the (RED) campaign. In case you missed my post on this campaign when it was announced, here's a recap based on information on their website."(RED) was created by Bono and Bobby Shriver, Chairman of DATA to raise awareness and money for The Global Fund by teaming up with the world's most iconic brands to produce (PRODUCT)RED branded products. A percentage of each (PRODUCT)RED product sold is given to The Global Fund to Fight AIDS, Tuberculosis and Malaria. The money helps women and children affected by HIV/AIDS in Africa." (RED) Products are sold by companies such as Motorola, American Express, the Gap, Apple and other fashionable brands.Michael Medved's point was that this type of cause marketing is not helpful in addressing issues like AIDS or poverty in a place like Africa because it serves as a distraction from the root causes for these problems -- corrupt, repressive political systems that keep their citizens from joining the global economy. Instead of encouraging more rampant consumerism, he says, we should be working towards political solutions to bring the African countries out of poverty, which would also reduce the problem of AIDS. When the focus is moved to other approaches that don't solve that basic problem, the world feels like it has done something and does not pursue the harder, but more effective, work of transforming Africa's political and economic systems. At least, that's what I'm extrapolating from the few minutes I heard of the show, so forgive me if I've misquoted him. I think Medved definitely has a valid point. People in many of the African countries are living under thuggish dictators who want to keep their citizens poor and ignorant so that they can remain in power. And corruption is so widespread that the economy simply does not function -- people cannot run businesses, travel or get health care without paying graft to officials at each layer of the bureaucracy (including the police). This absolutely must change before people in most African countries can improve their standard of living. But does that mean that we can't simultaneously attack the problem from several angles at the same time? Even though these companies are making a bundle from selling the (RED) products, they are also buying and distributing anti-retroviral medicine to people who would not be getting it otherwise. And if consumers would be purchasing products from the participating companies anyways, why not buy the version that will help to save a life? Bono seems to understand this. Here's what he says on the website:
Seems to me that these campaigns work together. Hope they work.