Project Red Critisicm

    A year after Product (RED)’s launch, Ad Age reported that although $100 million had been spent on marketing the campaign, only about $25 million had gone to the charity itself. Industry observers speculated that this could trigger a backlash against the campaign. Do you believe the criticism is justified? Do you think the campaign could lose supporters as a result?

The critics of project red do bring up many fair points.  I'm sure that the companies are excited about the sales benefit they receive by such a program. I will even concede that there are some companies joining the project simply to increase sales.  and it makes perfect sense. that if the consumer of project red products instead sent there money straight to the global fund the fund would receive more donations.  however even if there is 4 times as much money spent on marketing then goes to the actual fund, and even if only a portion of sales reach the fund itself.  the global fund is still receiving constant contributions.  we cannot rely on people being willing to just donate to the fund. although it may give them some satisfaction, more then likely the cost of donating and receiving no tangible good will decrease the value they receive from donating.  project red has gotten many people, in many social classes more aware of aids and how to donate to the cause.  in short the fact that some companies may be taking advantage of the project is outweighed by the fact that all the companies involved actually do contribute.

Do you agree with my statement that the companies willingness to donate outweighs the possibility that they many be donating only to increase public image, not necessarily because they care about the issue?