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Culture

Red charity not seeing tons of green

Only $11.3 million reported raised so far

Remember Bono's (RED) campaign, the charity project that launched the red iPod? (And eventually a torrent of other crimson gadgets.)

Given all the publicity, we assumed that the initiative would have brought in truckloads of money for its stated purpose of helping fight AIDS in Africa. But according to marketing firm PSFK, the charity reported raising only $11.3 million as of the end of December, "a tiny fraction of the $6.6 billion funds the Global Fund has committed to 460 programs in 136 countries."

The campaign is still less than five months old, so it's too soon to judge its effectiveness. As Trend Hunter says, "Let's hope that by next year we can use a different title than (RED) Failure." Agreed.