One year ago Gap launched their (Product) Red campaign, created to help prevent, care and treat AIDS in Africa. According to Marka Hansen, president of Gap North America, “Since launching last year, (Product) Red has contributed more than $45 million to the Global Fund to finance programs that help women and children affected by HIV/AIDS in Africa.” This year, the company recruited new celebrities such as actress Anne Hathaway, Grammy Award-winning artist John Legend, and Grammy Award-winning musician and producer Wyclef Jean for the new ads shot by acclaimed photographer Annie Leibovitz.
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